The American performance brand. This engagement covered the launch of a women's studio training collection.
The Brief
One collection. One promise.
Training brands promise everything and deliver noise. This collection promises one thing: gear that disappears into the practice. The launch had to match that restraint.
The Approach
Show the practice, not the product.
The page leads with people mid-practice, not with feature bullets. Pilates on the reformer, breath work in the studio, the last rep of a hard set. The gear is the thread. The practice is the point.
Outcomes
Pre-orders sold out in five days.
First-run inventory cleared in five days. The waitlist for the second run grew by 4,000 in the first month. Three studio chains opened conversations about carrying the line.
Results
01
5 days
(pre-orders sold out)
Full first-run inventory cleared through the page.
02
4,000
(waitlist added)
New signups for the second production run.
03
3 studios
(in conversation)
Studio chains opened wholesale talks in month one.
The Word
Wren Beaumont
GM, Under Armour Studio
“ Mira understood that training has to feel like the practice, not the pitch. ”
Every pitch we heard leaned on optimization language. Jin was the only one who talked about calm. The page feels like a five-minute breath in the middle of a hard day.
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