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Good American is a body-positive brand that proudly focuses on featuring women of all shapes, sizes and backgrounds.
We wanted the SIX:02 activation and retail space to celebrate both brands’ core value of female empowerment, while infusing Good American’s mantra, ‘Our Body, Our Journey.’
The space reflected inspiration from Good American apparel’s clean silhouettes and used powerful images of the Good Squad women behind the brand.
We built an impactful retail space and storefront to launch the collection in SIX:02 stores. We captivated consumers with interactive elements including a STEP performance by the Lethal Ladies, photo booth with feed to Times Square exterior screens and a Q&A with co-founders Khloé and Emma, and the Good Squad.
- VP Brand Director, Foot Locker & SIX:02
The launch was a complete social media takeover centered around strong female influencers and body positivity. Once doors opened, the store was at capacity within minutes, with an additional 1,000 people in line. Fans even waited overnight for 15 hours for the chance to get an up-close look.
Brand Research & Analysis
Ideation & Strategy
Signage & Wayfinding