Jack Wills 

#SportxLife Athleisure Campaign
Talent Procurement & Influencer Activation


The Brief

ITB worked with creative agency, Wednesday, to bring to life the AW17 Jack Wills Athleisure campaign through a group of athletes and influencers who personify the campaign slogan: Sport x Life.

ITB were tasked to secure eight talent - four men and four women - who authentically represent a diverse range of sporting moments from boxing to running to yoga, to demonstrate the versatility of the collection and to make up the founding members of the #JackWillsSquad. as a key pillar of the casting was to engage talent with their own voice and perspective.


The Casting 

The eight men and women chosen for the campaign exemplify the brand mission to dress a 'spirited and inspired youth' with a sense of purpose, adventure and freedom.

Boxer and actor Dudley O’Shaughnessy, model Emma Louise Connolly and Nia Pettitt, founder of Fro Girl Ginny, were all enlisted for the campaign, alongside GB athletes James Cook and Jodie Williams, personal trainer and health coach Max Lowery, contemporary dancer Renee Stewart and model and fitness instructor Roger Frampton. 

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The Campaign

The talent were engaged across multiple touch points and brand assets, including BTS films, PR appearances, Q&As and social media activity. 

The athletes and influencers featured represent their individual sports with textured imagery of their sporting lives, paired with cool, clean lifestyle imagery in their home lives.

A video series with talent interviews was also produced, along with original content from the talent themselves to be shared on their own channels.