voice
With this new approach, we brought a fresh voice, adding more playfulness, humor, and aspiration, and less sport.
Challenged with the COVID-19 pandemic and how to inspire women to safely practice sport, we created a brand new women’s campaign that evoked a sense of freedom and glow. Moving away from traditional activites, we encouraged the outdoors and letting their best selves shine. Inspired by the ‘60s Summer of Love, our ‘Summer of Shine’ lookbook strived to promote joy, fun, and self-care with mix and match athletic wear for any activity.
With this new approach, we brought a fresh voice, adding more playfulness, humor, and aspiration, and less sport.
