Superdry Sport was launching in India, and the launch needed a communication that could define what the brand stood for in sport and establish the thought that would sit behind it.
The insight
Performance is what people see. What drives it is what makes it personal.
The reason someone trains harder, plays longer, gets back on the court or keeps chasing the next level is different for everyone. There’s always something behind the performance. That gave us Chase What Drives You.
What we did
We identified Rasha Thadani and Lakshya Suri as the faces of this range and then shot the campaign film with them, bringing their own energy and pursuit into the idea.
From there, we built out the launch across social, outdoor and a front-page Sunday Times takeover, and brought the brand into the sporting community through experiences like Sip & Padel, with Lakshya on court alongside fitness creators.
