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.

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CAMPAIGN : Which shape are you?
There is a lot of body consciousness when it comes to swimwear. How can Freestyle break the communication barrier and address the issue, without awkwardness? This campaign started a conversation, and offered workable tips and suggestions on what works for each body type.
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Revel in your body : Fitness is in your mind
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Promote a healthy body image : Understand and work with your body
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The many shapes of a woman : Inverted triangle : Hourglass : Diamond : Rectangle : Triangle
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Tips : What's flattering : What's not
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Your shape : Your style : Pick the right product
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Three types of men : Rectangle : Diamond : Inverted triangle
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Tips : What to wear : What to avoid