H2O Sportswear
A sportsbrand gets fluid
The story behind…
Brief
Rebrand a known brand and help rebuild some of the appeal it used to have among young people.
Trend
Teenagers buying sportswear prefer it oversized and baggy. Fluidity and gender neutrality are very popular topics among young people.
Insight
We all want to feel proud of who we are
Idea
With a new tagline: "H2O - Proud To Be" (which can be followed by words like gender fluid, unisex ect.) and making a collection with unisex clothing the brand targets itself towards a younger audience. By using gender neutral models and talking about fluidity and exclusivity, it differs from other Danish sport brands, takes a stand, and gives its brand name: H20 a newfound meaning.
