Beachbody Gear

Beachbody is a worldwide leader in health and fitness headquartered in Santa Monica, California. Practice Theory’s relationship with the brand started with a single global campaign to launch Beachbody Gear, their performance apparel and footwear. 

To differentiate the line from their infomercials division, we created a brand positioning centred around ‘Engineered for Performance’. The new direction sets the way for a credible and inspirational brand that resonates with a larger global audience.

This quickly grew into a 2-year long partnership where we continued to develop different aspects of the brand, from seasonal campaigns to custom typefaces, social media campaigns and catalogue production.

To further anchor the brand’s new direction, we created BB Stadium—a bespoke typeface visually inspired by the concentric lines found on the soles of sneakers and the bold lines of court markings. These graphic assets were used across Beachbody Gear’s social media accounts and web store.