Founded by the Norwegian Olympic medalist of the same name, Kari Traa is a sports and outdoors clothing brand that cares less about performance and achievement and more about female confidence and community. WDP’s task was to create a campaign that would help Kari Traa increase brand awareness among 18-30yo women in the Nordic markets. The campaign should revolve around the core Kari Traa message of celebration oneself instead of constantly striving to be something – or someone – else. Based on the insight that 8/10 Nordic women don’t feel comfortable in their own body, Kari Traa sought to create a campaign that would help relieve women of some of the pressure of body ideals that many sports brands have adapted from the fashion industry and, instead, simply remind them to enjoy sports.
As a key differentiator from major rival sports brands, Kari Traa is exclusively made for women, by women. The conceptual idea was thus ro really hammer home this USP by giving everyone the privilege of actually seeing what goes on the ladies’ locker room when the workout is over and the endorphins kick in. In here, all kinds of women join together to celebrate. Not just whatever workout result they just achieved, but simply everything between the serious, the silly, and the seriously silly. The campaign thus challenges the performance standards and the “you can always do better“-attitude of modern society and instead gets the message across that whatever you do, remember to celebrate yourself while doing it.
This type of refreshingly positive and pressure relieving sports brand communication was highly celebrated in the media and very much resonated with the core audience as well, resulting in high campaign and brand awareness. That, too, was something worth celebrating.
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