Deutsch LA
Tue, 03 May 2022 10:22:21 GMT
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Walmart Mixes Fashion and Fitness for Stacey Griffith and Michelle Smith's Love & Sports Line
Celebrity fitness instructor and fashion designer team up with Deutsch LA to launch the colourful campaign
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
