Case Study: The Iconic – Live Your Way
What if the person you're chasing is already inside you?
What if the person you're chasing is already inside you?
When The Iconic - a leading fashion and lifestyle retailer - decided to elevate its sport offering, the goal wasn’t just market share. It was mindset.
I was brought in as a creative consultant to reinvigorate the brand’s marketing function and lead the launch of its new sport division. At the time, sport represented just 6% of the business. The target? 20%. That meant a campaign that could reposition The Iconic as a credible, desirable destination for performance and lifestyle gear - without losing its fashion edge.
We started with a core human truth: your only real competition is yourself.
The voiceover posed a quiet challenge:
“Think about it. There’s only one person who can beat your personal best. And that’s you.”
“Think about it. There’s only one person who can beat your personal best. And that’s you.”
The line became our provocation. From there, we built a world that blended grit with grace, discipline with beauty. Shot on location across Sydney and Tasmania, the campaign celebrated movement in all its forms: a Paralympian sprinting along a windswept ridge; a paddleboarder diving into crystalline waters; a man tearing through red sand dunes; a woman suspended mid-air in aerial yoga; couples hiking Mount Murchison; shadowboxers and battle-ropes moving with purpose and power.
Cinematically, we leaned into vastness and solitude. Cloudbanks rolling over peaks. The sharp sound of breath against silence. Every frame was designed to spark a sense of possibility - of reconnecting with your body, your environment, and your inner drive.
The campaign used identity priming and self-efficacy cues - behavioural science techniques that activate latent beliefs about who we are and what we’re capable of. By showing diverse athletes and movement styles, we removed friction for would-be athletes and invited broader audiences to see themselves in sport. This inclusive visual strategy helped reposition sport not just as a performance domain, but as a form of self-expression.
Results:
Sports category revenue up 68% YoY
3x increase in sport category repeat purchases
22% lift in brand favourability among activewear buyers
12.5M video views across owned and paid channels
Helped shift internal perception of marketing from executional to inspirational
Why it worked:
This wasn’t a sports campaign that shouted. It inspired. By combining cinematic ambition with emotional clarity, we reminded Australians that movement isn’t just about goals. It’s about growth.