Stance Crafts a Rallying Cry for the Punks and Poets Inside Its Group

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Attire model Stance is kicking off a year-long marketing campaign to have a good time its fifteenth anniversary with a hero anthem eschewing celebrities in favor of its personal area of interest “Punks & Poets” community of model ambassadors.

The 90-second “Stitched Totally different” movie follows artists and athletes as they sport Stance shorts, joggers and attire whereas operating up a mountain, browsing, taking footage or simply stress-free with their ft as much as present a closeup view of the model’s signature socks.

The spot is full of closeup motion photographs of quick turning bikes, automobiles and surfers using waves, whereas cinematographer Ian Watts additionally zooms in on Stance’s label. Model ambassadors, together with skateboarder Ishod Wair and artist Melissa Santamaria, talk about their craft and what it means to be completely different.

“As we method the model’s 15-year anniversary, we felt it was time to shift the main target onto the those that make our merchandise what they’re and have a good time the passions of the Stance neighborhood,” Stance artistic director Garrett Shut advised ADWEEK. “Whereas every little thing we make is backed by a mindset of innovation and creativeness, we wished to showcase the actual world contexts that the model empowers in a means that’s extra uncooked and relatable than your typical hype reel.”

The marketing campaign launched Feb. 27 with the total movie posted on the model’s web site and YouTube, whereas 6-, 15- and 30-second cuts will likely be used for paid media. The hassle is supported by wheatpaste artistic in Hollywood and Downtown Los Angeles. Stance may even comply with every of its ambassadors to supply a “day within the life” content material collection.

“By spending time to really get to know our neighborhood, the tales that make them Stitched Totally different are inclined to reveal themselves,” Shut mentioned. “The work is an trustworthy reflection of the relationships we’ve cultivated as a model and we’re right here to share these tales in ways in which our audiences can join with straight.”

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