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GBRX FITNESS
Creative Direction, Graphic Design, Photography, Apparel Production & Merchandise Strategy
We started working with GBRX in 2014 to increase their visual presence and develop their customized merchandise. Fitness industry consumer brands are very competitive, so we had to ensure the products were reliable and the creative compelled viewers into purchasing. Our efforts helped them create an inventory comprised almost entirely of their custom branded and manufactured products.
Apparel had to be functional in the sense that athletes executing high-level performances would not be hindered.
We had to fully understand the fitness community’s needs, specifically CrossFit, in order to capture the essense of the industry. The individuals belonging to that community had an interest in quality and functionality, and how those can be integrated into their individual performances. They flocked towards any product that gave them even a slight edge whether it was in performance or recovery. They would reject any product that hindered their movements or sacrificed seconds during their competition. We needed to have a grasp of how the equipment was made and assembled, and how those superior qualities led athletes to improved performances.
We utilized resources around the globe to produce high-quality equipment that met budgetary constraints and industry market prices.
The volume of our work together spanned across dozens of unique manufactured equipment and the production of thousands of units of apparel and accessories.
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