FP Movement
FP Movement started as an extension of Free People, but their fashion-forward, high-quality activewear took off on TikTok, propelling them into a standalone brand with over 30 stores. Celebs, athletes, and everyday women embraced their unique blend of style and functionality. But with growth came a challenge: the brand’s biggest strength—its fashion-focused roots—was also its perceived weakness.
Traditional competitors focused on high-performance messaging, making FP Movement’s bohemian heritage appear like it couldn’t match up. However, for those who tried the products, the verdict was clear: FP Movement delivered exceptional quality and performance, proving it was more than just stylish—it could outperform the best.
Instead of blending into the “sea of sameness”, we embraced the brand’s roots as a fashion-first design house. Our approach focused on elevating what activewear could be—pieces that empower women to feel strong, bold, and stylish, from the second they put them on.
The driving insight was that FP Movement’s clothes don’t just enhance workouts, they create confidence before, during, and after.
With this understanding, we created Stand Out, Never Still—a platform that celebrates the bold, dynamic women who live in FP Movement.
Stand Out, Never Still
Stand Out, Never Still positioned FP Movement as a brand that embraces style without compromise. The campaign focused on high-energy visuals and storytelling that celebrated bold, confident women: whether they were lifting heavy, dancing hard, or simply owning their day.
We highlighted the fusion of runway-inspired design with performance-grade functionality, showing that FP Movement could look incredible while supporting the toughest workouts.
From digital campaigns showcasing the duality of fashion and performance to influencer collaborations that celebrated individuality, the campaign leveraged the brand’s social momentum. By embracing FP Movement’s unique positioning, we turned its perceived weakness into a strength, differentiating it in a crowded market.
To drive home our ‘Stand Out’ message, we brought in Tilly – a bright pink sheep to symbolize breaking away from the herd.
Lastly, to prove that their activewear can keep up with the best of them, we enlisted global Olympic athletes to star in the campaign, alongside Tilly.
