Each year as the weather changes, Fruit of the Loom features its fleece sweat suits. But with increased competition on the retail floor and online, and decreased relevance with young guys, we needed an idea that would get a new group of men excited about our sweats. So, we created the “The Professionals Collection” – a limited edition run of 4 new sweat “suits” that offer the perfect combination of feeling comfortable and looking successful. The new collection got the whole country talking about Fruit of the Loom, creating a frenzy that had us sold out in 48 hours.
First, we landed on four stereotypically sophisticated looks – each one conveyed a different attitude toward success. We then sourced and photographed each high-end outfit, and then used a process called sublimation to print the photos onto our client's fleece sweat-suit material. We then held a haute couture fashion shoot at four different location, to capture stills and a mood film. These assets helped us announce the limited-edition line on social media, targeting millennial guys. Upon purchase, customers were sent the suits in a garment bag, with look-book cards showcasing every suit – keeping their purchase journey “Professional” from start to finish.
In under two days, the Professionals Collection had sold out. More importantly, During the 4 short days of this campaign, Google search interest for “Fruit of the Loom sweats” was DOUBLE that of the past two years COMBINED (via Google trends). In that time, the Collection was picked up by over 100+ television affiliates and countless digital outlets. From The Today Show and Time.com, to Live with Kelly and FastCo Create, everyone was talking about the Professionals Collection. The campaign became a trending phenomenon, ultimately giving our client what they really needed: relevance, respect, and consideration amongst a younger audience.