Second Skin - 100LB Coupon

Dick's Sporting Goods needed help launching their own in-house compression sportswear brand named Second Skin. Instead of catering to team sport athletes like the Nike, adidas and Under Armours of the world, Second Skin wanted to go after the Cross Fitters and Tough Mudders. In order to reach them, we knew we had to lean into their borderline masochistic personalities. What we made was "The 100lb Coupon." It was deployed at Spartan Races, Tough Mudders and CrossFit Games for athletes to find and then redeem by carrying to a local Dick's Sporting Goods.