Client: We need an exciting idea to launch our new outerwear collection.
Me: Why do you call it the Wind Shell?

The Story

Performance testing a marketing concept.

I’m an advocate for communicating what’s possible (as opposed to what’s probable) when promoting product attributes. Take the Wind Shell for instance. Designed to be a lightweight jacket to protect you from the wind when walking or biking, no one considered how far it really could be taken. I imagined the ultimate performance wind test and the concept was born.

We outfitted Zach Moxley, a world renowned adventure filmmaker and skydiver in the new RYU Wind Shell, flew to an altitude of 8,000 feet, and the rest is history.

The campaign launched with a teaser on social before the video drop and incorporated a contest and email marketing to extend reach and exposure. The results exceeded all expectations. The video was the highest post ever viewed; the contest was 3x more successful than any previous contest; and the website and email blasts recorded higher than average visits, engagement, opens, clicks and revenue.