Freestyle : Brand Activation : Branding : Strategy : Advertising : Tricycle : Studios : Pune

It’s not called freestyle for nothing, you know.

Among the four swimming strokes, the crawl is the fastest, and when asked to swim freestyle, a swimmer’s preference is obvious.

Freestyle, a swimwear brand, had chosen its name with the same thought in mind – to let the brand be about user preferences and not about the brand alone. Traditionally, in the sportswear sector, the industry norm is to club products according to the category and not according to how the products are used. We took this insight as an opportunity to position Freestyle as a brand that empathises with customers and converses with them as an equal. This approach bled into the company’s culture and communication both. Eventually, we helped Freestyle transition from swimwear to fitness apparel.

BRAND ACTIVATION

LAUNCH OF THE FREESTYLE GYM-WEAR LINE If your audience is in the gym, it’s a no-brainer that that’s where you should be too. An international chain of gyms was chosen for this launch, one where the serious, fitness focussed customer would be found. The idea is to literally showcase the brand and its gym-wear line.

Freestyle is a fitness brand operating in the active lifestyle space. Its primary voice has to convey the sense of movement and personal achievement associated with fitness. In addition, to be positioned in the same space as international brands, it needs aspirational value. The tag line ‘Go For It’ sits well with the target audience as they were already using the phrase as social currency, and it was in tandem with ambitions for the brand.