The fitness category was ripe for innovation. Identifying white space, we conceived of an athletic wear brand that focused on making the lifestyle of fitness aspirational and approachable at the same time — a territory that had not been claimed.
Disrupting the fitness category, we created a strategy and positioning that focused on the combination of affordability, accessibility, fitness, and lifestyle. With celebrity Kate Hudson as the face, Fabletics has seen astounding sustained growth and has expanded into retail with 50 stores nationally.
Strategy, Positioning, Brand Book, Product Strategy