Powercut Clothing - Celebrating Superpowers.
Putting real life heroes front & centre, celebrating their superpowers.
Growing the tribe.
Working with Dublin-based co-founder Craig Mulhall, my brief was to create a strategy that would build an authentic brand, engage a wider audience and grow a tribe of loyal followers for athleisure apparel brand, ‘Powercut’.
A well-established sports apparel range with an online store and instore concessions, ‘Powercut’ were ready to build upon their success by increasing brand awareness and broadening appeal.
Telling authentic stories.
Avoiding the predictable – and costly – route of celebrity sportsperson endorsement, the strategy I created was designed to celebrate the superpowers of everyday heroes, putting them front and centre in the brand.
The gym-goer, the yoga instructor, the runner, the boxer, the entrepreneur, the mother. They all wear ‘Powercut’, they all have a story to tell, and they’re all 100% authentic, wearing the brand because they feel good and look good in it.
Building a brand they can feel part of.
This is a strategy that is all about inclusion, bringing real-life heroes to the fore, celebrating their superpowers, and making them the face and voice of the brand. A strategy for making ‘Powercut’ a brand they can feel part of, a strategy for growing the ‘Powercut’ tribe.
All images are reference only. Source - Unsplash & Pinterest.
