Case Study: Boodywear launches activewear line with Workhorse

Boodywear launches Boody Active with Workhorse in a 30-day creator window

Boodywear, a brand known for soft apparel, faced the challenge of launching its first performance activewear line, Boody Active. They needed to communicate the necessary technical features expected in the category—such as stretch and breathability—while maintaining the soft brand voice their customers already trusted. They engaged the vendor Workhorse to manage the end-to-end launch campaign.

Workhorse implemented a comprehensive solution that included a dedicated photoshoot, a launch film with shorter social cuts, a feature-focused landing page, and a curated creator program with a strict 30-day exclusivity window for macro-influencers. This multi-channel approach ensured the launch made the required performance claims without losing the parent brand's established voice. The results included content across five channels, with launch-day posts pinned for 72 hours and a successful campaign that was seen as a natural evolution of the Boody brand.

Boodywear