Danskin · Brand Relaunch · National Campaign
Danskin carried more than a century of dance heritage. We gave it a new face, and a younger audience.
Jenna Dewan Tatum became brand ambassador. A dancer, an actress and a mother, she had worn Danskin since childhood, and that authenticity gave the iconic dance and athleisure brand new credibility and appeal.
Carlos Serrao shot the collection. Placements in Vogue, Elle, Harper’s Bazaar, InStyle, Self, Shape and Teen Vogue reintroduced the brand and featured the key items that resonate with a younger customer.
Creative featuring Jenna spanned digital, print, social and experiential, reaching a younger consumer and driving traffic to Danskin.com.
Posts on Facebook, Instagram and Snapchat generated millions of views, shares and likes. Jenna’s own channels carried the campaign further.
A behind-the-scenes film followed the shoot, and an Entertainment Tonight segment covered the launch of the partnership.
A heritage dance brand, reintroduced to a new generation in the pages they read and the feeds they scroll.