dynamic people. dynamic stories

brand building

Sports products enhance confidence and control when the products perform to an athlete’s expectations and needs. Which is why the growing number of 50+ athletes have lost trust in the traditional athletic gear brands who increasingly cater to, and are developed for, the 16-30 market. As such the original ‘gym generation’ are now in need of gear that truly innovates. Not for fashion, but for worn ligaments, aching knees and weakened joints. Enter Dynabrace, a range of athletic gear created with the needs for this specific target group in mind. Determined to keep this overlooked, yet growing, group of athletes going. 

The idea for the brand campaign is to challenge the stereotypical view from the main athletics brands that ageing can’t be powerful and dynamic. To do this we start conversations around seeing things differently. We’ll do this by sharing stories and long form content featuring ageing athletes that feel they are at their peak. Full of experience and knowledge about technique, attitudes and training, they’ve got a lot to share.

Role: Brand owner, Art Director, Copywriter