From 'Lululemon for men' to category-defining activewear
Challenge
Rhone, a four-year-old company, needed to move beyond being positioned as "Lululemon for men" in an increasingly competitive premium activewear market and expand beyond fitness. The strategic repositioning as "premium activewear engineered with principle, performance, and progress for the modern man" integrated values and lifestyle alongside performance. Brand repositioning, art direction, and comprehensive strategy refinement positioned activewear as lifestyle choice beyond workout gear, resulting in 3x forecasted revenue growth and $100M annual revenue milestone.
Deliverables
Challenge
Rhone, a four-year-old company, needed to move beyond being positioned as "Lululemon for men" in an increasingly competitive premium activewear market and expand beyond fitness. The strategic repositioning as "premium activewear engineered with principle, performance, and progress for the modern man" integrated values and lifestyle alongside performance. Brand repositioning, art direction, and comprehensive strategy refinement positioned activewear as lifestyle choice beyond workout gear, resulting in 3x forecasted revenue growth and $100M annual revenue milestone.
Deliverables
Premium activewear success requires more than performance—it needs to embody principles and progress that align with modern values.
Premium activewear success requires more than performance—it needs to embody principles and progress that align with modern values.
Premium activewear success requires more than performance—it needs to embody principles and progress that align with modern values.
We partnered with Rhone to launch Goldfusion—a category-defining innovation that dries 7x faster, lasts 2x longer, and eliminates 99% of bacteria in clothing. From brand strategy and naming to a high-impact pop-up experience, we helped position Goldfusion as the future of performance apparel.
We partnered with Rhone to launch Goldfusion—a category-defining innovation that dries 7x faster, lasts 2x longer, and eliminates 99% of bacteria in clothing. From brand strategy and naming to a high-impact pop-up experience, we helped position Goldfusion as the future of performance apparel.
We partnered with Rhone to launch Goldfusion—a category-defining innovation that dries 7x faster, lasts 2x longer, and eliminates 99% of bacteria in clothing. From brand strategy and naming to a high-impact pop-up experience, we helped position Goldfusion as the future of performance apparel.
