THE BRIEF
REPOSITION
VICTORIA’S
SECRET SPORT
In April 2016, Victoria's Secret's parent company cut roughly 200 corporate jobs and discontinued its swimwear line to refocus the business. Victoria's Secret Sport, an underperforming line since 2013, was a real candidate for the same fate. The challenge was to reposition Sport as a legitimate challenger to Nike, or lose it. The relaunch traded posed glamour for the Angels' authentic training footage, anchored by the line "No shortcuts, no secrets, just hard work.
Role & Responsibilities
Senior Designer overseeing campaign strategy, art direction, web design, social content, and paid advertising for the relaunch.
THE RESULT
The repositioning launched Victoria Sport as a direct competitor to Nike, earning organic press coverage from The Drum, CNBC, Business Insider, and Forbes. The new @VictoriaSport Instagram handle grew past 2 million followers, giving the business a genuine growth story inside a division that had just absorbed a round of layoffs.
Business Impact + Key Metrics
Gained 2M+ Instagram followers on the new @VictoriaSport handle
Organic press coverage across The Drum, CNBC, Business Insider, and Forbes
Positioned as a direct Nike competitor within a product category that was otherwise at risk of elimination
WIRES
Homepage, Bra landing page, & Apparel. Context for product placement, linking strategy, and media type.
Mobile
Desktop
Sport Tab Drivers - Email
Paid Social
Rich Media
INSTA CONTENT SERIES
Tease to launch strategy. Build awareness through storytelling and Angel workouts. Garnered over 2 million followers after launching VictoriaSport handle.
