In order to change perceptions about Fruit of the Loom sweat suits, we flipped sweat-suit style on its head, turning a product that many saw as sloppy, into a funny and highly desired limited-edition product.

The creation of the Professionals Collection started by sourcing haute couture fashion. After selecting our three favorite outfits, we photographed them (flat, and on-body). Then we had to re-touch each image to match the sweatshirt and sweatpant templates. After that, the images were transferred onto the sweat suits through a process called sublimation. All of this happened over a 3-month period, in order to create 100 sweat suits in total.

Through an online campaign, we selected the most fanatical users, and sent them a suit. Each sweat suit was delivered in a custom garment bag. Inside the garment bag, each suit had an accompanying swing tag, a personalized letter, and a folder of look-book cards, showcasing the full collection.

Success for this 4-day social campaign was measured in positive sentiment and social engagement from our target. After shipping out all 100 limited-edition sweat suits, we got an overwhelmingly positive response in the form of user-generated content from, and conversation with, those who received a sweat suit. Overall, the campaign resulted in over 89 million impressions, a 100% positive sentiment, 4,000+ social engagements, and 1,800+ mentions of Fruit of the Loom, the Professionals Collection, and its associated hashtag.