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Walmart Mixes Fashion and Fitness for Stacey Griffith and Michelle Smith's Love & Sports Line

Creative 190 Add to collection

Celebrity fitness instructor and fashion designer team up with Deutsch LA to launch the colourful campaign

Walmart Mixes Fashion and Fitness for Stacey Griffith and Michelle Smith's Love & Sports Line

When life gives you neon, you bring a bold and bright new brand, Love & Sports to life. Today, Celebrity Fitness Instructor Stacey Griffith, and her partner and renowned Fashion Designer Michelle Smith, are debuting Love & Sports and partnering with Walmart to bring to market in a whole new way. The high-performance brand is a combination of activewear, athleisure and swimwear. 

The colourful launch campaign is Walmart’s latest collaboration with creative agency, Deutsch LA. The visual identity, design language and surrounding campaign elements are daring, bold and action-oriented. In addition, the way the brand is being brought to market mirrors that modern spirit with shoppable, highly-social experiences and by leveraging the steadfast followers and dynamic creative communities of the Love & Sports founders. The campaign marks the launch and is focused on Love & Sports owned brand social channels (IG + TikTok), making them brand destinations with tagged products that viewers can shop in addition to select Walmart stores and Walmart.com.

It’s the perfect time to bring this brand to market, as people are getting out after the pandemic. Since the pandemic started, activewear has been a high growth category and an important one for our customers. In fact, The NPD Group reported that activewear was up 37% in 2021. It was only natural for activewear to be the next step in expanding Walmart’s brand portfolio, and they are doing it with a bold, exciting brand that fills a white space for high-quality, high-performance activewear and swim without the high price tag. There’s really no one else offering activewear with this quality at such an incredible price point, and Walmart sees this as an opportunity to disrupt the market. 

This multi-year exclusive collaboration will continue to roll out with new items, including a special edition Pride collection and an extended activewear collection in the Fall.

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Client

Co-founder of Love & Sports: Michelle Smith

Co-founder of Love & Sports: Stacey Griffith

EVP, Apparel Division and Private Brands: Denise Incandela

Senior Vice President Marketing: Courtney Carlson

Vice President, Brand: Casey Schlaybaugh

Vice President, Marketing - Store Design, Innovation, and Experience: Alvis Washington

Head of Creative: Jean Batthany

Senior Director: Laurie Forbes

Creative Director, Fashion & Beauty: Jane Eu-Kim

Director of Walmart Fashion Photo Studio: Chuck Stevens

Copywriter: Robin Tashima

Head of Fashion & Home Marketing: Irene Hom

Senior Digital Marketing and Brand Strategy: Julie Carter

Associate Director, Fashion Marketing: Lindsey Altares

Senior Manager, Marketing: Eugene Feliz-Roberts

Marketing Director: Melissa Perry

Director, Integrated Marketing Communications: Michael Ton

Integrated Marketing Communications Manager: Roy Harada

Senior Manager, Site Merchandising: Marla Horenbein

Senior Manager, Fashion Editorial & Content, Elevated Brands & Strategic Partnerships: Lindsay Huggins

Manager, Fashion Editorial & Content, Elevated Brands & Strategic Partnerships: Alexis Kouvaris

Fashion Social Media Manager: Christian Scibetta

Senior Manager, Social Content Strategy: Nicole Gouveia

USA Digital Media Manager: Hana Wyles

Deutsch LA
Creative

Executive Creative Director: Chris MacNeil

Associate Creative Director (Art Director): Jessica Kemmerling

Associate Creative Director (Copywriter): Caroline Gallalee

Design

Chief Design Officer: Adhemas Batista

Associate Design Director: Karen Pham

Senior Designer: Taryn Oshiro-Wachi

Designer: Daisy Rosas

Strategy

Group Strategy Director: David Measer

Director of Connections Strategy: Bennie Reed

Associate Director, Connections Strategy: Juree Goode

Senior Strategist: Kate Rosenbaum

Junior Strategist: Hannah Avery

Broadcast Production

Executive Producer: Samantha Bonom

Senior Producer: Kenia Calderon

Business Affairs Manager: Ryan Lizama

Music Director: Chip Herter

Music Supervisor: Will Eichler

Print Production

Director of Assets and Content: John Cluckie

Senior Art Producer: Shelly Amin

Stills Photographer and GIF Creator: Ben Morris

Head Retoucher: Ronnie Mesias

Retoucher: Dan Vaughn

Account

Group Account Director: Chris Carter

Account Director: Shannon Engoian

Account Executive: Dayle Maas

Production

Production: York Productions

Director: Cheryl Dunn

Photographer: Tory Rust (Air Productions)

Additional Footage Captured by DP: Rodrigo Cruz (Air Productions)

Executive Producer: Alex Needles

Head of Production: Tom O’Connell

Producer: Barret Hacia

Edit

Editorial Company + Post/VFX: Steelhead

Editor (Founders Story): Andrew Peters

Editor (Social): Luke Buckley

Lead Assistant Editor: Trussell Giles

Additional Assistant Editor (Part Time): Lorenzo Munaro

Online Editor: Fernanda Toledo

Motion Design Director: Andrea Senise

Motion Graphics Animator: Tian Hughes

Motion Graphics Animator: Jonathan Minaya

Motion Graphics Animator: Ryan Grandmaison

Head Of Post Production & Operations: Amy Saunders

Senior Post Producer: Dominick Guglielmo

Flame Artist: Leif Peterson

Colorist (Social): Tony Bernard

Colorist (Founders Story): CO3, Dave Hussey

VFX Compositing Supervisors: Murad Currawalla, Nachiket Gogia

Lead Roto artist: Subhendu Mondal

Lead Clean Up artist: Raju Gupta

Post Production Engineer: Mike Reigle

Audio Post

Audio Post Production: Eleven

Mixer (Founders Story): Jordan Meltzer

Executive Producer: Melissa (Elston) Brewer


Steelhead

Mixer (Founders Story & Social): Cayce Sylvester

Producer: Monica Arnold

Categories: Retail and Restaurants , Supermarkets

Deutsch LA, Tue, 03 May 2022 10:22:21 GMT