Feel AIRism

Creating unique ways to “sample” an innovative clothing line

Challenge

How to help shoppers navigate the complexities of beauty aisles via 1-on-1 assistance. How can UNIQLO convince consumers to make the switch from basic, cotton innerwear to UNIQLO’s technologically-advanced line (AIRism) that is known for its soft, stretchy, breathable feel along with moisture-releasing and cooling properties?

Insight

Consumers who are running straight from the gym to the office or around town will continue to feel the “sweat” effects of their workout, even after they’ve cooled off  

The Solution

While apparel is typically a difficult product to sample, we leveraged our proprietary lifestyle venue network to recruit fitness centers near UNIQLO stores in priority markets to participate in a unique, two-phase sampling opportunity

  • Phase One: a trade-in program allowing gym members to trade in their existing cotton t-shirts for a cool, new AIRism shirt. Traded-in shirts were then upcycled to support UNIQLO non-profit partner Street Soccer USA
  • Phase Two” gyms distributed custom-designed bracelet created using the unique AIRism fabric so that consumers could “feel” the difference. This provided UNIQLO with a one-of-a-kind opportunity to sample AIRism at scale. Of course, these bracelets included a high-value offer to drive consumers into their nearest UNIQLO store
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