Our process began with identifying the emotional cues associated with athleisure. As a category, it’s about dynamism and energy, and the promise of reaching your potential. We created a brand with a self-assured and stylish attitude, inviting customers to choose their own rhythm and claim the confidence to move and live life freely. This was executed through a colour palette of vibrant and energetic hues and a visual language based on movement. This includes a graphic line element to visually convey the feeling of the brand, and photography that is optimistic and aspirational, centred on different sporting activities.