REINVIGORATING A BRAND WITH PRODUCT INNOVATION

Fruit of the Loom is an iconic 160-year-old American brand that makes comfortable, sensible sweatshirts and sweatpants. But sweats aren’t cool. They are known as a type of clothing that should only be worn inside the house and out of public view. We decided to turn the reputation of sweat suits upside down by creating a collection of sweat “suits” that portray the look of success. The entire Professionals Collection sold out in two days. In four days, Google search interest for “Fruit of the Loom sweats” was double that of the past two years combined.