FP Movement is in an interesting position as an athleisure brand, with an opportunity to expand further into the sports industry.We focused on tennis, pickleball, and golf to create a performance-driven line that helps FP Movement compete within the broader sports apparel industry without losing its distinct athleisure identity.
The Ask: Develop an omnichannel strategy that increases brand awareness, market share, and revenue by creating a stronger connection between FP Movement and the sports apparel market.
The Problem: While FP Movement has established itself within athleisure, there is a gap between aesthetic appeal and athletic functionality. Competitive court-sport athletes need apparel designed for fit, mobility, comfort, durability, and sport-specific requirements, without sacrificing personal style.
The Insight: Today’s athlete doesn’t want to choose between performance and self-expression. Our research showed that consumers increasingly view activewear as both functional apparel and an extension of personal identity. At the same time, participation in sports like tennis and pickleball is growing, particularly among women. This creates an opportunity for FP Movement to bring its strengths in style and self-expression into a more performance-driven space.
The Solution: We developed a court-sport line spanning tennis, pickleball, and golf that combines FP Movement’s signature aesthetic with sport-specific performance. The concept allows athletes to customize their length, color, and fit through an interactive “Build Your Court Look” retail experience. This will allow FP Movement to compete in sportswear while staying true to its identity.
Our Next Steps
Redefine the Product Line
Research court-sport preferences to determine the ideal lengths, fits, and functional features for tennis, pickleball, and golf and identify how these options can be integrated into the existing FP Movement line.
Design the In-Store Experience
Explore how court-sport activations can transform the retail environment, from interactive product customization to opportunities for customers to see, try, and build their own court-ready look.
Bring the Concept to Life
Develop a full in-person court-sport activation centered around the new line, creating an experience where customers can engage with the products, participate in the sport, and experience FP Movement’s intersection of style and performance firsthand.
This project is still in the works, but reach out to me if you have any ideas!
