Translating a beloved brand to a new generation
Future-proof the brand by moving it from its sports roots to a those of a broader lifestyle brand.
Keep the core of the brand strong, but increase availability & accessibility through merchandise, storytelling & full digital refresh.
To bring a new face to the game, SOBOL brought on the best of Albuquerque Gen-Z from creators to models, and used local icons as amplification partners.
Rebuild the brand’s esteem by only creating premium and consistent content. .
