REPSETGO
the anti-label fitness line
The story
A relentless fitness trainer decided to launch fitness apparel with a condition attached - no one should have to identify themselves through S, M, L, XL, XXL, XXXL. Backspace jumps right in. Here is a brilliant opportunity to take those emotionally charged body-shaming/bordering on feminist musings, from the break room into an actual living brand.
What we did
We had a series of conversations. About Pakistani women. About socio-cultural taboos, customer behaviour and insights. Then we created repsetgo, wrote our hearts out in captions and taglines, and photographed a collection of images to launch it on social media.
What stood out
The labels used words like magic for medium, loving for large and such to help cheer on women who are focussed on self-care and fitness. The first few customers checked twice to ensure they got the size right, after that fans took to Instagram to share their love for our stance on body types.