The Opportunity

Athleisure had lost its edge. It was time we rebuilt it from the streets up

What started as a movement rooted in function and freedom had become formulaic—overbranded, overhyped, and increasingly disconnected from real life. RiNo Apparel saw an opening to redefine the category by returning it to something more grounded: clothing made to move through the world, not just the gym.

Inspired by Denver’s RiNo Art District, the brand needed to reflect the grit, creativity, and energy of urban life—while staying true to values of sustainability, community, and purpose. This wasn’t about chasing trends. It was about building a brand that felt lived-in, values-led, and unmistakably modern.

The opportunity wasn’t a refresh. It was a full rebuild.

The Solution

What you wear to move should move you forward.

We began by clarifying RiNo’s core belief: movement isn’t just physical—it’s personal, cultural, and directional. RiNo Apparel needed to stand for progress, intention, and everyday motion across city streets, studios, and in-between moments.

The brand was built from the ground up around that idea. Strategy, identity, content, and commerce all worked together to create a system that felt elevated but accessible, stylish but functional. The tone was confident, inclusive, and community-forward—speaking directly to millennial and Gen Z urban dwellers who care about how things are made, how they look, and what they stand for.

The Rollout

RiNo launched as a cohesive brand ecosystem—designed to connect values, aesthetics, and performance across every touchpoint.

Brand Strategy & Workshop
Defined a clear positioning rooted in sustainable living, elevated comfort, and real-world movement. Established brand pillars, audience definition, and a point of view that could scale.

Visual Identity System
Developed a clean, city-inspired design language anchored in minimalist typography, muted earth tones, and industrial-modern cues drawn directly from the RiNo district.

Creative Direction & Photography
Art-directed lifestyle shoots with real models across Denver’s urban landscape—capturing motion, edge, and authenticity over polish.

Content & Blog Strategy
Built long-form storytelling around sustainability, recovery, street style, and mindful living—extending brand value beyond product and into lifestyle.

Social Media Playbook
Created a channel-specific content strategy with strong visual cohesion and messaging that felt bold, inclusive, and movement-oriented.

Influencer Campaigns & UGC
Launched with a curated mix of micro- and mid-tier creators aligned to the brand’s energy, supported by a community-driven UGC engine that encouraged real-world expression.

Affiliate Program
Built and launched a performance-based affiliate program, incentivizing aligned creators and expanding reach through authentic advocacy.

eCommerce & Website Design
Designed a modern DTC experience that paired aesthetics with utility—telling product stories clearly while making the path to purchase seamless.

Local Activations
Brought the brand to life offline through pop-ups, fitness collaborations, art district events, and neighborhood partnerships—bridging digital engagement with real-world loyalty.

The Results

• Significant post-launch sales growth driven by organic and affiliate traffic

• 3× lift in social reach within 60 days through influencer and UGC strategy

• Affiliate program activated 20+ aligned creators, expanding awareness into new markets

• Local activations boosted visibility and earned RiNo authentic credibility in its home city

• Brand sentiment and engagement spiked across social and web, with customers praising RiNo’s values, quality, and community-forward approach