ATHLETIX

STRATEGY
CONTENT & PHOTO DIRECTION
campaign
media 

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Creating a revered place in the intersection between training and action sport participation by showcasing favorite athletes and how they stay on top.

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Using the talented professional athletes that Roxy had across its categories was paramount to launching their new Athletix line. Innately understanding the consumer Roxy was after—and the lives they lead—we constructed a marketing campaign that felt fresh and held true to the long-standing Roxy culture.  The art direction from the snow season campaign included bright backlighting to resemble the sun, and we carried that look over to beach-filled, summer athletic shots. Implementing the marketing strategy for this launch, we incorporated multiple large and grass roots events, meeting the customer wherever they wandered.

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