work / Pearl Izumi Run

Apparel

Pearl Izumi, a leader in the performance Ride and Triathlon apparel categories, redesigned their men’s and women’s run apparel to challenge assumptions that you have to choose between style, comfort or performance. The new line brought a distinct aesthetic, as well as a perfect fit with Pearl Izumi performance, to inspire runners to look good, feel good, get outside and conquer.

Genesis created the Alter-Ego campaign to position them uniquely within an over-saturated marketplace, and to celebrate the superhero-worthy performance and personalities of runners as empowered by the new Pearl Izumi apparel. 

The strategy and new visual language informed communications such as a lookbook and dealer workbook to drive sell-in. Consumer communications utilized video, collateral, print and electronic campaigns to drive sell-through.

A lookbook displays the styles and provides the inspiration behind the collection.

A lookbook displays the styles and provides the inspiration behind the collection.

A lookbook displays the styles and provides the inspiration behind the collection.

A lookbook displays the styles and provides the inspiration behind the collection.

A lookbook displays the styles and provides the inspiration behind the collection.

Ads celebrated the alter-egos of run individuals.

Ads celebrated the alter-egos of run individuals.

Ads celebrated the alter-egos of run individuals.

The Manifesto celebrates the the passion of runners as much as it does the new collection.

An Alter-Ego name generator app engages the social, fun-loving nature of runners.

An Alter-Ego name generator app engages the social, fun-loving nature of runners.

An Alter-Ego name generator app engages the social, fun-loving nature of runners.

An Alter-Ego name generator app engages the social, fun-loving nature of runners.

An Alter-Ego name generator app engages the social, fun-loving nature of runners.

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