Uncover the uncommon
Stance Apparel, Fashion & Performance
Stance isn't your ordinary apparel brand - it's a rebellious statement against conformity. With a focus on premium quality, across diverse disciplines, Stance dares you to push the limits and express your true self in bold and unconventional ways.
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The Objective
This overarching campaign must serve as a unifying exercise, bringing together all aspects of Stance apparel and engaging with our audience across various in-store and social touchpoints. It should embody simplicity and efficiency while showcasing the artful and creative DNA that defines Stance. Throughout this journey, we will prioritize authenticity and respect for each individual discipline, ensuring that we stay true to the essence of our brand.
The Creative STRATEGY
Uncover the Uncommon was a rally cry and north star that Stance needed to unite its diverse pool of athletes across multiple disciplines. Up until this point, segmentation had created a splintered POV that asked more questions than it answered. Juxtaposing the unique characteristics of our athletes with hand-sewn graphics created an aesthetic that is both self-expressive and unique to only Stance. We incorporated the talents of our brand's top ambassadors, including James Harden, Jose Altuve, Bubba Watson, John John Florence, Ishod Wair, and Nora Vasconcellos, across our men's and women's sock collections, as well as our underwear, intimates, and apparel line.
