SUPERDRY PERFORMANCE SPORT
The SS21 Superdry Performance Sport Campaign featured a diverse group of ambassadors, including Femi Koleoso, Georgia Mae Fenton, Mikiel Bruce, Charlie Baxter, Campbell Hatton, and Shaina West. The campaign celebrated each individual's dedication to excellence in their respective fields, from music and gymnastics to boxing and martial arts. The narrative was brought to life through dynamic visuals captured by photographer Lea Colombo and intimate documentary-style storytelling by directors Vilanova/Curran and photographer Theo Cottle. Femi Koleoso also contributed a bespoke soundtrack, further enhancing the campaign's energy and impact. The campaign highlighted Superdry's Performance Sport line while showcasing the power of movement, passion, and resilience.
WHAT'S YOUR TRAINING ROUTINE?
WHAT'S YOUR TRAINING ROUTINE?
Athlete Challenges
As part of the campaign, each athlete challenged another to complete a physical exercise of their choice, creating a series of dynamic challenges. These challenges were then shared with the Superdry audience, encouraging engagement and participation.