What they needed
A brand refresh, focusing on apparel and activations

No Fear had been a half-billion-dollar brand in the ‘90s and 2000s, focusing on daring sports like wakeboarding and motocross. Everlast wanted to leverage that brand value to market a No Fear brand of clothing to people in their late teens and early 20s.

How we did it
Using an ironic tagline that was edgy but not reckless

For a creative challenge, I tried to think of the “worst” idea, and I arrived at This is My Comfort Zone. It seemed the opposite of what we were looking for, i.e. appealing to teenaged boys with a taste for danger. But then I thought this could work ironically, and our team created edgy designs that paid off the tagline with aggressive images of boys in wild situations, like flying upside down on a motorcycle.

Results
Everlast kept the No Fear line of clothing profitable

The new campaign continued the edgy vibe of No Fear by offering a snarky tagline that also hinted at the comfort of their clothing.