Sweat suits are incredibly comfortable, but most people only wear them inside the house, because they also make you look lazy and slovenly.

So, leading up to the cold winter season, we needed to make Fruit of the Loom's offering of sweat suits more appealing, and make sure Fruit of the Loom was top of mind during prime sweat-suit season. We also wanted to attract a younger audience for this aging American brand.

That's why we created a product innovation that would make Fruit of the Loom's sweat suits a vision of success and professionalism. How? By sublimating photo-realistic images of haute-couture fashion onto our sweatshirts and sweat pants.

We wanted people to be proud to wear sweat suits, anywhere, and everywhere! So we invented a collection of sweat suits for our client, Fruit of the Loom, that is so debonair, it could only be called the Professionals Collection.

The limited edition Professionals Collection sold out in 48 hours, with coverage from 100+ television stations, national news and entertainment program, and countless digital outlets. The campaign earned over 197 million impressions as the Professionals Collection became a trending phenomenon, ultimately giving our clients the respect of a new generation