Sugoi Performance Apparel Brand Refresh

Sugoi Brand Refresh

Sugoi’s direction was to rebuild the image of the brand as accessible to the everyday athlete. We decided on telling athlete stories that depicted the range of personalities from weekend warriors to elite cyclists. The focus was on inclusion: males and females and different ethnic backgrounds.

To underscore accessibility, we designed natural settings to demonstrate how the technical fabrics transitioned from action to street. In studio, the addition of real weather elements clarified the materials’ performance and versatility without needing detailed explanations. Overall, the refresh brought Sugoi, a cycling brand, into a broader demographic of riders.

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Role: Art Direction, Creative Concepting, Campaign Concepting