The fitness industry has grown impressively within the last year, 1 in 7 people in the UK now have gym memberships which is the highest it's ever been. With continual growth in the industry Primark needed a campaign that would drop with impact. The brief for Workout 2017 was to create a complete 'takeover' of their stores. This meant that as of Boxing Day Primark windows would be filled with our latest Workout Campaign as well as refreshing instore POS.
We researched 2017's fitness trends, graphic trends, consumer behaviour and combined our findings to create the concept for 'Same Time Tomorrow.' Our chosen route focuses on a combination of the ever growing ‘teamwork’ mantra with an underlying notion of fashion meets performance.
- Peter Franks
- Director of Store Development
- 'Working with The One Off really is a collaborative experience...their design team has become an integral part of our team. They possess a good balance of commercial awareness and offer strong creative direction. Their work has had a positive impact on our business.'