How we got there

This was all about building on where we had been while bringing something fresh and disruptive to the table. So where had we been? For Power x Play we embraced intersection of sports and fashion, rather than leaning into either one. Our recommendation was to live in the X.

We built on that idea and took a culture-first approach to the X so we could establish a universe that three drastically different collections could come to live underneath (V-Day, Speed Racer, Spring). Knowing the releases would launch in the run up to Rihanna’s Super Bowl LVI halftime performance, it was critical to identify a clear connective tissue between sport, Valentine’s Day and motocross. The big idea: Arcade.

For Valentine’s Day, The Giantess came to life inside of a retro fighter console. There a Giantess plays the ultimate combat game: love. What resulted was another super premium spot, a 360 campaign that was everywhere, including social and insanely successful.