Elbowgrease was breaking into the highly competitive field of athletic wear dominated by Nike, Under Armour and others. The clothing is designed for the same market as these competitive giants, but with an emphasis on style and comfort.
The product shoot and ad layouts were all about activity and movement. If the consumer can see themselves in their own workout environment, they will be more apt to connect with the comfort of Elbowgrease’s stylish athletic wear.
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