Italian demin shop Replay has debuted an international integrated campaign to promote its new ‘Hyperskin’ product – part of its venture into the ‘Athleisure’ category.
Starring supermodel Irina Shayk, the tounge-in-cheek spot was created by 180 Amsterdam with the aim of “disproving the fundamental law of the universe that you can’t work out in denim”.
The ad shows Shayk literally blowing the minds of fellow gym-goers by achieving a series of ambitious yoga moves in a pair of jeans and comprises online, print and in-store executions.
Chief executive of Replay Matteo Sinigaglia said “Wellness is no longer a trend; it’s the perfect balance Read full story ›
Source: The Drum
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