Launch a new activewear subscription service for encouraging an underserved audience to get active.
Featuring four inspirational women, we challenged fitness industry stereotypes with an uplifting message to plus size women everywhere — they are not a "before" picture. Our inclusive approach highlighted both a broad definition of being active and the specific benefits of plus size-specific activewear. The campaign launch included paid media, social content, influencer content, blog content, and experiential initiatives, as well as a merchandising partnership with Venus Williams.
Dia Active quickly became a major story within the plus size and fashion communities with key articles appearing in such publications as WWD, Real Simple, and Teen Vogue. Driven by strong content created specifically for the plus size customer both in-house and by influencers, the campaign resulted in millions of impressions on social media, a surge in site visits, and an increase in subscriptions from new and existing customers.
Creative Direction: Terrence Morash
Art Direction: Terrence Morash
Photo Direction: Rosaliz Jimenez
Design: Nikki Bosso, Jaye Linder, Crystal Norbert, Terrence Morash
Copy: Sarah Klenakis, Sarah duRivage-Jacobs
Photography: Shannon Greer
Video: Brennan Full