Guys tackle different sports – running, biking, lifting – but most stick to the same tired underwear, no matter the grind. We saw an opportunity to flip that script: sport-specific underwear isn’t a luxury, it’s a game-changer for comfort in the clutch. Enter a campaign that grabbed attention and rewired mindsets, pushing men to treat their equipment like the gear it deserves to be.

I drove this shift, concepting a bold campaign that called out the absurdity of one-size-fits-all underwear with a visual punch and wit. I crafted copy across retail displays, social posts, emails, and digital ads – each line spotlighting how the right pair turns discomfort into confidence.

The outcome: redefined how guys gear up for action, increasing sales of sport-specific underwear.