The Iconic has made one of its "biggest sports category pushes to date" in its new Live Your Way campaign, according to CMO Alexander Meyer.
The full funnel Live Your Way campaign focuses on the theme of re-emergence after a year of lockdown, and demonstrates the power of sport and activity in feeling liberated.
The multi-channel creative features brands such as Asics, Adidas, Nike, New Balance, Puma, Under Armour, P.E Nation and Reebok and will be seeded out across TV, outdoor (Transit and DOOH), YouTube, Facebook, Instagram, Display, SEM, as well as The Iconic owned channels.
In a first, this campaign further sees The Iconic launch a dedicated extension for Tik Tok, with a dedicated hashtag challenge going live this week.
"From running, yoga, swimming to cycling, after a disrupted 2020, we want to inspire Australians and New Zealanders to reset the dial and take back control through the transformative power of sport," Meyer said of the campaign.
"Our Live Your Way campaign marks one of our biggest sports category pushes to date and we’re excited to see how the creative resonates with our customers, while continuing to cement The Iconic as a go-to destination for sport, home to the most extensive assortment of premium sports apparel and footwear in ANZ," he said.
The focus on sport and activewear comes as IBISWorld predicts the $3 billion sportswear market to, "continue attracting strong consumer demand over the next five years."
"A projected increase in household discretionary income will provide consumers with greater spending power, boosting the affordability of the industry's products," IBISWorld added.
"Industry retailers have successfully made sportswear an integral part of customers' lifestyles, with many consumers now wearing fitness apparel around the house and while running errands," the research firm said.