CLIENT: LYCRA® BRAND
SERVICES:
ART DIRECTION
STORYBOARDING
GRAPHIC DESIGN
SOCIAL MEDIA
For New York Fashion Week, LYCRA® brand and Athleta set out to blur the lines between fashion and function—bringing that vision to life through strategic planning, creative alignment, and a focus on performance-driven storytelling. Early-stage strategy laid the foundation, supported by key creative partnerships and cross-functional collaboration that unified teams around a singular concept before anything ever hit the stage.
The final video embraced a behind-the-scenes narrative, offering an inside look at the energy, choreography, and direction behind an unforgettable performance. Athletes, dancers, and acrobats moved freely in Athleta apparel, highlighting the versatility demanded by the modern woman—clothing designed to keep up, no matter where the day leads.
The campaign launched with a national USA Today feature the morning of the show, followed by a global in-store video rollout that same afternoon. As Fashion Week buzz reached its peak, a 24-hour edit sprint was executed with a coordinated team of editors working in sync to meet the moment. The result was a dynamic visual story that captured movement, momentum, and the spirit of modern performancewear.
