Agency
GSD&M
Southwest Air
✦
Fruit Of The Loom
✦
Southwest Air ✦ Fruit Of The Loom ✦
Clients
Industry
Travel & Apparel
Brand Collaboration
✦
Digital Activation
✦
Social Stunt
✦
Photography Production
✦
Social Influencer
✦
Print Design
✦
e-Commerce Design
✦
Brand Collaboration ✦ Digital Activation ✦ Social Stunt ✦ Photography Production ✦ Social Influencer ✦ Print Design ✦ e-Commerce Design ✦
Services
Agency
GSD&M
Southwest Airlines
&
Fruit Of The Loom
&
Southwest Airlines & Fruit Of The Loom &
Clients
Industry
Travel Apparel
Brand Collaboration
✦
Digital Activation
✦
Social Stunt
✦
Photography Production
✦
Print Design
✦
e-Commerce Design
✦
Brand Collaboration ✦ Digital Activation ✦ Social Stunt ✦ Photography Production ✦ Print Design ✦ e-Commerce Design ✦
Services
A Brand Partnership
30000.ft. in the making
Travelwear
That Can Take You Anywhere
SPIN
-
Travelwear had become a cultural trend—designer brands charging first-class prices for basic sweats and calling it luxury. Fruit of the Loom, a brand built on affordability, couldn’t let that fly.
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To stay relevant, Fruit needed to reframe what luxury meant and connect with a new generation of travelers. The challenge: prove comfort can be stylish, affordable, and culturally cool—without losing the brand’s cheeky tone.
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We partnered with Southwest Airlines to hijack the summer travelwear conversation with the Getaway Collection: a limited line of Fruit’s Crafted Comfort sweats, cheekily priced like couture but packed with Southwest® gift cards worth more than the retail tag. The first travelwear collection that literally came with travel.
-
The campaign launched as a limited drop, supported with digital and social activations during peak travel season. We produced and bougie photoshoot with conceptual photographer Phil Klein and launched the activation with social influencer @RichCaroline
A Brand Partnership 30,000 ft. In The Making
When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So, we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection designed to put money back into the pockets of travelers… literally
-
Travelwear had become a cultural trend—designer brands charging first-class prices for basic sweats and calling it luxury. Fruit of the Loom, a brand built on affordability, couldn’t let that fly.
-
To stay relevant, Fruit needed to reframe what luxury meant and connect with a new generation of travelers. The challenge: prove comfort can be stylish, affordable, and culturally cool—without losing the brand’s cheeky tone.
-
We partnered with Southwest Airlines to hijack the summer travelwear conversation with the Getaway Collection: a limited line of Fruit’s Crafted Comfort sweats, cheekily priced like couture but packed with Southwest® gift cards worth more than the retail tag. The first travelwear collection that literally came with travel.
-
The campaign launched as a limited drop, supported with digital and social activations during peak travel season. We produced and bougie photoshoot with conceptual photographer Phil Klein and launched the activation with social influencer @RichCaroline
A Brand Partnership 30,000 ft. In The Making
When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So, we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection designed to put money back into the pockets of travelers… literally
-
Travelwear had become a cultural trend—designer brands charging first-class prices for basic sweats and calling it luxury. Fruit of the Loom, a brand built on affordability, couldn’t let that fly.
-
To stay relevant, Fruit needed to reframe what luxury meant and connect with a new generation of travelers. The challenge: prove comfort can be stylish, affordable, and culturally cool—without losing the brand’s cheeky tone.
-
We partnered with Southwest Airlines to hijack the summer travelwear conversation with the Getaway Collection: a limited line of Fruit’s Crafted Comfort sweats, cheekily priced like couture but packed with Southwest® gift cards worth more than the retail tag. The first travelwear collection that literally came with travel.
-
The campaign launched as a limited drop, supported with digital and social activations during peak travel season. We produced and bougie photoshoot with conceptual photographer Phil Klein and launched the activation with social influencer @RichCaroline
Background
When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So, we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection designed to put money back into the pockets of travelers… literally
Meet Phil Klein
We worked with conceptual photographer Phil Klein for a low-budget faux-fashion shoot that mocked luxury brands cliche photography.
Traveling in Luxury… and comfort
I lead the design and print team to create a custom faux-luxury travelcase that embodied a premium experience and featured a custom brandmark.
Working With
Caroline Ricke
We partnered with influencer Caroline Ricke, known for satirizing the ultra-wealthy, to reach a combined six million followers.
Fruit of the Loom & Southwest’s partnership gave travelers more than just extra leg room
The Getaway Collection’s limited drop fueled hype across social media, surrounding the brand stunt leading to it selling out online within minutes. Fruit of the Loom’s e-commerce site, additionally saw web traffic take-off, a massive rise in earned media and a lift in positive perceptions from Gen Z.
Fruit of the Loom & Southwest’s partnership gave travelers more than just extra leg room
Press & Media Recognition
Media Coverage
Key Performance Indicators
Key Metrics
So What’s Next?
Get a lil’ more fruit in your life with a Fruit of the Loom brand refresh or see how IBM became the GRAMMY’s biggest hit.
Creatives
Creative Credits
CW ✦ SHANNON GILL
Designer ✦ SOPHIE MARESH
Assoc. DD ✦ BEN HARMAN
Assoc Dir, SMM ✦ DAKOTA LOWE
CD, Copy Lead ✦ JESSICA ZALAZNICK
CD, Art Lead ✦ TIFF MCKEE
CD, Art Lead ✦ ADRIEN BINDI
Exec. CD ✦ MARIA D’AMATO
CCO ✦ JAY RUSSELL
Stylist ✦ KELLI PONCE
Photographer ✦ PHIL KLEIN
Influencer ✦ CAROLINE RICKE
CW ✦ SHANNON GILL Designer ✦ SOPHIE MARESH Assoc. DD ✦ BEN HARMAN Assoc Dir, SMM ✦ DAKOTA LOWE CD, Copy Lead ✦ JESSICA ZALAZNICK CD, Art Lead ✦ TIFF MCKEE CD, Art Lead ✦ ADRIEN BINDI Exec. CD ✦ MARIA D’AMATO CCO ✦ JAY RUSSELL Stylist ✦ KELLI PONCE Photographer ✦ PHIL KLEIN Influencer ✦ CAROLINE RICKE
So What’s Next?
Get a lil’ more fruit in your life with a Fruit of the Loom brand refresh or see how IBM became the GRAMMY’s biggest hit.
So What’s Next?
Loved the Fruit x SWA partnership? Well get even more fruit in your life with the Fruit of the Loom brand refresh or see how IBM became the breakout performer at the 61st annual GRAMMY awards.
