SKINS: S***S ABOUT TO CHANGE
SKINS is the Aussie challenger brand that invented sports compression-wear. Compression-wear is their specialism and they make the best product. However over time, Nike, Adidas, Under Armour and the rest, copied the technology, spent big and were threatening to leave SKINS trailing in their marketing wake.
SKINS’ challenge was to reclaim their leadership, and the launch of their new A400 range was the perfect opportunity to do this. With the A400, SKINS were literally reinventing the category they invented.
The strategy was simple, get back to brand basics: challenger attitude + exceptional product. Thus the S***S About to Change campaign was born. A clever double-meaning providing for a punchy global campaign that announced the A400 with the attitude that defines SKINS. Rich digital experiences brought to life the new product technology whilst major local market activations in the USA, Australia and the UK connected direct product trial and purchase.