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 the vision to life through strategic planning, creative alignment and a focus on capturing the moment and sharing it with the world. Early-stage strategy and a storyboard laid the foundation and were supported by key creative partnerships that built a small, efficient team before anything ever hit the stage.
The final video embraced a behind-the-scenes narrative, offering an inside look at the energy, technology, choreography and customer needs behind an unforgettable performance. Athletes, dancers and acrobats moved freely in Athleta apparel, highlighting the versatility demanded by the modern woman, and it wasn’t your traditional NYFW catwalk.
The campaign launched with a national Good Morning America feature, followed by an 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 around the clock to meet the moment. The result was a dynamic visual story that captured movement, momentum and the spirit of modern performance wear.
