How to create consistent quality content across 7 unique sport categories. Every season!
Challenge:
Each product category was independently producing seasonal content for social, PR, e-commerce, and retail, leading to inconsistent brand imaging and engagement, all while consuming a significant portion of individual marketing teams time and budgets.
Solution:
We proposed a centralized approach: pool marketing resources to fund a unified, cross-category content production. A lean, agile team was assembled to manage creative direction and production, aligning all category campaigns under a shared brand vision. While maintaining consistency in tone and aesthetic, we built in room for each category’s unique audience and voice.
Outcome:
This approach led to a 40–60% cost reduction, a noticeable boost in creative quality, and more cohesive brand storytelling across touchpoints. With brand leadership guiding execution, we ensured faster approvals, fewer revisions, and content that resonated more deeply across channels.
Leading with the brand direction maintained a unified look and feel.
Below are examples of what not to do. Learning from the mistakes is often more useful than the direction of what to do.
The image direction was applied to high profile athletes as well as paid models, adding to the human quality of the work
The category photoshoots were designed and produced to capture video as well as still content.
In-situation product shots and details were captured to provide additional assets to compliment the standard ecomm images that were created for every product.
