Boux Avenue AW20 campaign has sports focus as demand soars

By

Sandra Halliday

Published
Sep 7, 2020

With activewear a key category during and post-lockdown, lingerie retailer Boux Avenue is continuing its expansion into the active category this autumn and will be putting marketing support behind it with a new campaign.

The company highlighted recent Google search data that has seen searches for  the word ‘gymwear’ rising 22% year-on-year in recent weeks.

The firm’s This Is Us campaign offers a “bold and strong message [that] empowers customers to bring the workout to their own individual, unique lifestyles, in a way that truly works for them,” we’re told.

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The campaign was shot on the streets of East London and features headline talents Lottie Tomlinson and Joanna Chimonides, alongside fashion and fitness influencers Ama Peters and Simone Charles.

The company said it wants to “empower customers” through the new Boux Sport collection, and Marketing Director Hind Palmer added: “We know that our customers need activewear that can be easily incorporated into their busy lifestyles. It’s all about empowering yourself to define your own workout routine -- not to let yourself be defined by the workout.”

For the new season, the range itself has a core edit of colour-pop, performance-ready textured crop tops and leggings mixing technical elements with trend-led design. Key details include bold Boux Sport branding, double-strapping on the crop tops and a high-waisted, sculpting fit on the leggings. The products are made with a four-way stretch and seamless construction.