Never IDLE
Stance Apparel, Performance & Fashion
Stance is a brand that stands out from the crowd, daring to be different and rebellious even in the performance world. They focus on delivering premium quality products that encourage you to push boundaries and express yourself in unconventional ways.
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The OBJECTIVE
Stance has created a buzz in the industry by consistently delivering exceptional quality and innovative products. Their latest addition, "Feel360," is an impressive technological advancement that presents a unique opportunity to attract a broader audience. The campaign's aim is to bring together athletic enthusiasts from different disciplines worldwide, offering them aspirational wellness and groundbreaking product options. Our campaign had to be creative and immersive, with a focus on promoting movement and self-improvement as a central message, rather than solely pushing physical boundaries. With a strong presence on various social media platforms and other outlets, we expect to reach a massive audience.
The creative STRATEGY
Stance's "Never Idle" campaign was a brilliant performance omnichannel campaign that seamlessly blended aspirational wellness and groundbreaking product innovation. Rather than focusing on breaking personal records or pushing oneself too hard, the campaign encouraged people to pause their routines and embark on journeys of movement and self-improvement.
To make this vision a reality, Stance carefully selected a diverse group of athletes from various disciplines to cater to their audience's needs. The campaign's creative execution was multifaceted, employing various media to support different deployment strategies. "Never Idle" marked a significant milestone for Stance, as it was their first foray into technology-driven marketing, bringing together and celebrating multiple sports disciplines worldwide.
The art direction for "Never Idle" was dynamic and high-paced, capturing the essence of movement and vitality. These themes were intertwined with hand-stitched thread, which visually emphasized the message of craftsmanship and innovation. The result was mesmerizing multimedia artwork that was deployed strategically across different channels, weaving together a cohesive and captivating brand narrative that resonated with Stance's diverse and dynamic audience.
