The Magic's In Progress Campaign 2025

Redefining feminine performance

Anya Active's LevelUp fabric was a paradigm shift in female activewear, a proprietary fabric that bridges the gap between robust performance wear and gentle athleisure. We developed this campaign to challenge conventional narratives about what it means to be feminine in the modern fitness landscape.

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The Challenge

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 hard and soft in their fitness journey. Activewear that is cute as it is powerful.

Creative Strategy

Reimagined performance through a feminine lens
Focused on collective achievement rather than competitive dynamics
Emphasized joyful momentum and upward progression
Created space for both physical and personal growth

Impact

The LevelUp campaign successfully carved out a unique position in the activewear market, resonating with women who sought high-performance gear without compromising their feminine identity. It redefined what it means to be powerful and progressive in the fitness space, creating a community-centric approach to personal achievement.