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The Magic's In Progress Campaign
LevelUp represents a paradigm shift in female activewear, introducing a proprietary fabric that bridges the gap between aggressive performance wear and gentle athleisure. This campaign challenged conventional narratives in the fitness space, creating a new dialogue around feminine achievement and community-driven progress.
2025
Client
Anya Active
Solutions
Campaign Strategy; Creative Direction
How do we articulate feminine performance in the activewear space? The market was polarized between aggressive, masculine-coded performance wear and soft, low-impact athleisure. We needed to create a unique position that resonated with women seeking both performance and grace in their fitness journey.
