Client: Coolmax® socks
SERVICES:
ART DIRECTION
Graphic Design
Vendor Coordination
COOLMAX® technology is made for endurance. It pulls moisture away from the skin to keep wearers cool, dry and comfortable. The performance is built into the fiber, not applied on top, so it lasts wear after wear.
To gather consumer insights, the Never Stop campaign drew inspiration from the shark, nature’s nonstop mover. Like sharks that must keep swimming to breathe, COOLMAX® socks support constant motion. The visuals blended athletic energy with underwater elements. Shark gills released air bubbles with each movement, symbolizing breath, motion and endurance.
The campaign debuted at a major marathon, where athletes received free socks in exchange for a short survey. The booth featured bold design and an Instagram-worthy backdrop. It drew crowds, sparked conversations and built emotional connections between athletes and the brands that use the technology. Socks were photographed in studio, then composited onto stock images. Bubbles were added in Photoshop to complete the concept.
