Soffe
During my time at The Variable, Soffe was one of my main accounts. Soffe was known for selling cheerleader shorts to tweens in the 1980ʼs. They had evolved their product line to be on the leading edge of athleisure and needed to reframe themselves to millennial females. We uncovered the insight that millennial girls enjoy shared success more than individual success. For them, it is all about collaboration and working together. We created a campaign with the tagline “The Strength Is In Us.”
Soffe Website Banner
The Strength Is In Us
The modern concept of how and where we exercise has changed. We are no longer alone in our dedication to health and happiness. Today, we demand a shared experience — working out in groups, rather than on our own. We share our goals, our motivations and our successes. Soffe knows The Strength Is In Us and is proud to be a leader in this new movement.
Soffe Instagram Post
Soffe Brand Positioning
As of today, Soffe has positioned itself as a market-leading, all-American lifestyle activewear brand for men, juniors and children. And it has done so by staying highly attuned to the ever-changing landscape of athletics and exercise.
Soffe Instagram Post
Soffe Men's
Soffe's men's offerings are still rooted in the military — another example of what a strong sense of community and togetherness can do. This line is tough, durable and dependable, and it is designed to channel America's original athlete: the soldier.
