Second Skin Brand Launch

Second Skin is the first complete line of training apparel exclusively sold at Dick’s Sporting Goods and launched in July 2017. The Second Skin Tour promoted the line through product education and trial; building brand awareness while celebrating the launch of the brand. We set out on a cross-country tour, making stops at Dick’s Sporting Goods locations and key sponsored events. Tour stops included the CrossFit Games in Madison, WI, Spartan Races in Los Angeles, CA and Breckenridge, CO and the IRONMAN 70.3 World Championship in Chattanooga, TN. While onsite, athletes engaged with and tested Second Skin gear in a mobile fitting room, participated in fitness challenges and met Second Skin athletes and influencers. The tour featured a customized SportChassis pulling a 30’ wrapped trailer outfitted with 3 indoor, air conditioned fitting rooms. The workout area included gym flooring, an AirBike, treadmill, power rack, plyo boxes, weight vests and more. Consumers earned gift cards by posting their battle scars on social media (#EARNED) or taking part in a fitness challenge. The bigger their scrape, scar or bruise, the bigger their reward. At sponsored events, a 100 lb. steel-forged coupon was hidden on event grounds and clues to its location were posted to Instagram. Consumers had to find it, lift it, and carry it back to the Second Skin activation area to receive a $500 gift card redeemable at a Dick’s Sporting Goods. Agency Client: VMLY+R