Consumer Insight:
Our community thrives on movement—balancing ambition, elegance, and adaptability. They want pieces that match their energy while staying polished for every moment of the day.
Brand Insight:
We launched Cool Weave, a fabric scientifically proven to keep wearers 80% cooler than other performance fabrics. To succeed, we needed to transform it from a functional innovation into an emotionally resonant story that captured our customers’ bold, kinetic spirit.
Campaign Concept: (She’s) Cool Like the Wind
A video-first campaign celebrating the tension between energy and elegance. We showcased bold, dynamic women charging the camera as wind swirled around them, revealing both the fluid movement of the fabric and the unstoppable force of our community.
The four-piece capsule offered unmatched versatility (50+ combinations, including our first-ever skirt) and sustainability (50% recycled materials), creating a wardrobe as effortless as it was empowering.
Impact and Results:
The campaign was a runaway success: all four products sold out in under two months—twice as fast as our typical sell-through timeline—cementing Cool Weave as one of Aday’s best-selling fabrics. Shay Mitchell organically wore the collection to the Super Bowl, and several other influencers were spotted styling it as well, fueling cultural buzz and reinforcing the fabric’s status as both a technical innovation and a style-driven must-have.
