After several years of declining sales and lack of relevancy in the category we are “relaunching” EAS as a brand that validates consumers through it’s understanding of what it takes to be a competitive athlete. We focus on not just the physical strength but the mental commitment needed to totally transform. We launched a fully integrated maketing campaign including broadcast, online film, a new site and social content.
Pro Football athlete, Larry Fitzgerald, is the embodiment of hard work and dedication. We blend calm introspective moments with high energy action to reinforce our belief that only through both mental and physical readiness can one truly transform.
This isn’t what’s left. This is what happened. Who came before, who is now, and who will be—they all showed up today. They turned the lights on, took a deep breath and said go until you can’t, push until the edge, and live until you drop. That’s where we live, where you lived—in the proof that you’re back, and in the evidence that we never left. EAS.
Along with scripted storytelling we wanted to also capture spontaneous moments during an athlete's workout to achieve a greater level of authenticity. With this spot we wanted to capture the intimate relationship between the athlete and her trainer as he is pushing her to give it her all.
To coincide with the launch of an all new product line up, we created a site that housed athlete stories with a natural tie to product information. The site also functions as an eComm driver, store locator and product finder.