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The Project
Overview
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Modernize the traditional bra-fitting experience and educate women on the importance of wearing the right performance bra.
The Role
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Market research with key target consumers to identify trends of body-positivity (i.e. met with Ashley Graham, Paloma Elsesser)
Strategize and ideate brahaus concept
Present and get Nike HQ buy-in for new concept of presenting different types of bodies as well as the experiential pop up.
Coordinate bra merchandising and samples to be at POS and for key influencer gifting.
The Results
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Re-invented the bra-fitting experience by creating a “fun-house” experience that broke down key elements of finding the right bra for your body type.
Multi-pronged launch through local partnership with bandier to a digital campaign featuring women of all body sizes.
Concept was adopted across North America to launch Nike’s summer ‘16 line of sports bras in each market.
The recap
In-store experience at Bandier with bra customization bar with NYC artist, Baron von Fancy.
