Primeknit Relaunch

Opportunity

With a product that has been out for nearly a decade, we were briefed to create eye-catching retail content to be played on loop near the merchandise wall in an effort to give Primeknit some new life.

Approach

Since the product had been out for some time, it felt crucial to challenge and rewrite our product marketing partners’ brief. Poring over consumer research, it became clear what the problem was: The brand wanted to highlight the innovation tech behind the product’s knit construction, but the consumer was simply in awe of how stylish it was and didn’t want to sweat in their prized gear.

Process

Merging both thoughts, we landed on incorporating vogue dancing, something culturally relevant and stylish, while also extremely athletic and complex — much like Primeknit. Bringing in a local vogue troupe to give new life to Primeknit, we let the cameras roll and had a lot of fun.