In a crowded sports performancewear market, it’s important to have a strong message. So the Over+Above (O+A) brand is entering a new chapter with the tagline ‘Redefining Performance Wear for Body and Mind’.
Image: Over+Above
The online retailer’s ‘performance-first’ brand (‘created by athletes, for athletes’) is presenting a campaign to “renew its mission” by introducing ‘Freedom in Mind’ as a “bold creative campaign that signals a decisive evolution for the brand: performance isn’t only physical, it’s deeply human”.
This new chapter also marks the start of a series of ambassadorships, with ex-England rugby union captain Chris Robshaw joining in a creative partnership with endurance athlete and brand ambassador Ryan Libbey, “whose personal fitness journey and alignment with O+A’s values inspired the collaboration”.
The first of the campaign films was shot in the Peak District, following Libbey as he trained for an Iron Man challenge, “capturing not only the physical demands but also the emotional depth behind performance training”.
Through his journey, O+A “delves into the highs and lows of sport”, namely the vulnerability, setbacks, discipline, and breakthroughs, “experiences that the brand’s CEO, ex-England cricketer Matt Prior, and its ambassadors “understand intimately”.
At the heart of the campaign sits the ‘Director’s Cut’, “a more personal, direct, and fluid interpretation that weaves these layers into one cohesive narrative”.
At the core of the brand’s innovation lies its “market-leading” ProPrio product range that has been “anatomically engineered with patented kinesiology-inspired technology” that claims to have “already set a new benchmark in performance and compressionwear”.
The range includes full tights, half tights, calf sleeves, long-and short-sleeve tops and racquet sleeves, at oaperformance.com in sizes XS to XXL.
