Good Fortune Collective

Good Fortune Collective Building brands that bring good fortune. http://goodfortunecollective.com

04/29/2024

With 3 days to capture content for the DUER Performance brand campaign and fall collection, agility was key. Here’s a snapshot of what 2 parallel pathing shoots, 29 locations and an entire season's worth of looks looks like. Thanks for making it happen Ben Cox and Miles Clark.

03/28/2024

With a signature gusset that frees you to move, DUER Performance were the first brand to bring comfort and performance to denim. But athleisure was new territory for them. To stand out in this saturated market, we leveraged their underdog position: flipping the big players’ carbon-copy marketing strategies against themselves by pointing out the absurdity of their advertising. To DUER’s advantage, of course.

See the work here: https://www.goodfortunecollective.com/work/do-whats-comfortable

03/21/2024

Athleisure advertising inadvertently tells people how to live. Whether it’s sun salutations on helipads or parkour on the steps of the Guggenheim, marketing in the category is so aspirational that people can’t aspire to it. Because, when you think about it, the lifestyle that’s depicted doesn’t actually exist.

With comfort as a mindset, not a lifestyle, we helped DUER Performance invite people to be as comfortable as possible as they live their own life. Do What’s Comfortable.

Check out the full campaign here: https://www.goodfortunecollective.com/work/do-whats-comfortable

02/28/2024

lululemon, a brand built on community, needed to earn their place in the running world at the New York City marathon. Problem was, Strava challenges were great at motivating people to run individually, but the functionality to build community was lacking.

Through a first-of-its-kind partnership with the definitive digital activity tracker—Strava—we developed a digital-first app where runners earned points for running together, and redeemed points for pro-level recovery experiences at the SoHo brand house.

The re:pair challenge has been replicated globally at marathons ever since.

02/27/2024

Launching Eagle Powertrain meant designing a dedicated product page for the SRAM MTB website. New copy. New animations. New ways to romance products. Without adding complexity, we improved the experience to help people explore Powertrain one feature at a time.

Here's one animation, see the rest here: https://www.sram.com/en/sram/mountain/collections/eagle-powertrain

02/26/2024

To launch SRAM's first eMTB offering, Eagle Powertrain, we focused on the one thing other brands couldn’t—the holistic experience. Communicating how the features work together, not individually, to make the experience better.

The modular campaign articulation doubled as a copy construct that allowed us to express the entire range of what makes SRAM MTB Eagle Powertrain so awesome.

Go for the better ride.

https://www.sram.com/en/sram/mountain/collections/eagle-powertrain

Every helmet promises to protect your brain, but if brains were all it took to mountain bike, people wouldn't do the thi...
08/24/2023

Every helmet promises to protect your brain, but if brains were all it took to mountain bike, people wouldn't do the things they do. And they wouldn't care so much about what their helmet looks like. Ego protection for your head says all of the things we want people to know about ABUS Cycling new line of MTB helmets.

05/31/2023

Nowadays, people don’t have time for long technical training videos that get into the nitty gritty. With SRAM MTB and SRAM road consistently launching incredible new tech, we created an evergreen series of digestible, snackable and globally relevant “how to” films.

05/25/2023

When the calibre of the product is unprecedented, the more people who see it, the better. To spread the Eagle Transmission story further afield, we designed 56 eye-catching posters for to use in IRL activations around the world.

05/02/2023

When it’s time to launch a new product but existing products aren’t being discontinued, you adopt a both/and mindset. With the creation of two unique product ecosystems, Deliver The Dream inspires people why SRAM MTB Eagle Transmission is worth it, in such a way that elevates all of SRAM’s in-line products.

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