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Beachbody Gear commissioned Practice Theory to create and art direct a set of brand assets and imagery for its Spring/Summer ’19 sportswear collection. Beachbody Gear is the apparel line of Beachbody, a worldwide leader in health and fitness headquartered in Santa Monica, California.
The campaign was characterised by BB Stadium—a bespoke typeface visually inspired by the concentric lines found on the soles of sneakers and the bold lines of court markings. The art direction and photography captures the ‘Southern California cool’ attitude that the Beachbody brand embodies, positioning fitness as an attitude and lifestyle to be desired.
Alongside its presence in retail and sporting goods stores worldwide, these brand assets were also used across Beachbody Gear’s social media accounts and web store.