Rei COLLAB: Altra x smartwool
Smartwool and Altra partnered with REI to produce an exclusive cold weather active collab and needed campaign collateral designed to support the release both online and in-store. The collection featured Smartwool running apparel, and a limited edition Smartwool x Altra road running sneaker. I worked alongside Smartwool’s Art Director Gabe Re and copywriter Noah Schneiderman to take this campaign from toolkit to final retail fixture graphics, digital and print advertisements, and other supporting collateral such as a mailer box and stickers. The Photography used in the collateral was shot by photographer Kody Kohlman.
The main component of this project was the fixture graphics which existed in REI locations across the nation from 10/1 - 11/1 of 2024. The fixture graphics needed to flex though a few sections of the stores including front of store, men’s, women’s and footwear. They were used to merchandise products including the running sneaker as well as Smartwool’s base layer tops, bottoms, mid layers, and socks.
Beyond the in-store collateral were a few pieces of marketing material including digital ads, web graphics, a direct mailer, and a mailer box intended to be filled with products from the collab and sent to sponsored athletes and influencers.
