This was a collaboration that super fans of both brands had been waiting for. It celebrated technical gear specifically made for sweaty, endorphin-inducing Soulcycle spin classes. The branding was inspired by the reflective wordmark on the products themselves and nodded to the two brands coming together as one. It was used across all collateral—hangtags, packaging, P.R. look books, social, e-commerce, and a heat set on the gear. A highly anticipated product launch like this needed some pre-buzz, so we created behind-the-scenes videos and dropped teasers leading up to the launch.