Project Title: Bandit Running x NBRO

Client/Company: BANDIT RUNNING, NEW YORK

Date: SEPTEMBER 2023

Objective: Amplify the New York based Bandit Running's brand presence in Scandinavia through a unique collaboration, leveraging the popularity and authenticity of the NBRO running community. Partnering with Copenhagen's premier running community to launch a distinctive athletic wear line.

My Role: As the Lead Brand Strategist & Art Director, I blended my passion for running with strategic expertise to capture the essence of both brands, fostering a meaningful connection with the Scandinavian running culture.

Approach/Strategy: In a digital age, we harnessed the nostalgic charm of analog photography. By spotlighting the race kit amidst the organic beauty of Copenhagen's streets, we achieved over 150,000 organic views across various social media platforms.

Process: I started with market research to really get what the Scandinavian running community is all about. It’s a mix of modern vibes and age-old traditions, and we’re just super passionate about running.

Teaming up with the folks at both Bandit and NBRO, we decided our race kit wasn’t just going to be some clothes. It was about shared values, about the love of running, and about community.

Next, we tackled our social media strategy. We used old-school analog photos which have a kind of soul to them, but mixed it up with modern video clips to keep things fresh. Every photo and every clip was carefully chosen to build excitement leading up to the race and the drop of the collaboration.

But all of this wouldn't have worked without some solid planning. I put together a detailed plan for our photo shoot and how we’d show off the race kit. Thanks to this plan, we managed to pull off our whole campaign in just a week.

Outcome/Results: The authentic portrayal of the collaboration led to a next level hype before the launch resulting in a rapid sell-out of the clothing line within hours. The campaign's success was not only measured in sales but in the strong brand association established in a new market.

Reflection/Lessons Learned: Looking back, I realize that when professional pursuits align with personal passions, magic happens. This collaboration wasn't just about brand strategy or art direction; it was about heart, about capturing the spirit of running, and celebrating a community that means the world to me. It reminded me that authenticity, passion, and dedication are the most powerful tools any brand strategist can possess.