High Performance Workout Brand
This workout brand wanted to identify consumer insights that would lead to more relevant sports bra messages.
Ravel worked with the product team to put their advanced sports bra to the test—analyzing performance across a variety of athletic activities from kickboxing to the trampoline park. Athletes were invited to participate in workout classes and interviewed throughout the experience to listen to their thoughts in real-time, in their own words. After each workout, focus groups helped crystallize new messaging ideas.
Ravel also orchestrated a two-week online journal to engage athletes in discussions about their experience over time—including wear and washing.
These insights, collected at critical points in the athletic bra experience, helped inspire a variety of new messaging and merchandising strategies as the bra went to market.