– Redefining the world of sports fashion

Agency: Fiction Real

Creative Director: Joel Belsco

Art Director: Daniel Lowe

Client Rep: Anna Bohgard

Created: 2017

Born in the mountains, Peak Performance is known for its premium outdoor wear, particularly the ski wear heritage where it's the largest brand in north Europe. Now was the time to tell a completely different story.

Reborn on the streets. With the athleisure trend exploding, Peak had timed the market well with the launch of urban apparel. We helped Peak become a sports fashion brand with one foot left in the outdoor world, and the other foot conquering urban landscapes.

We helped re-position Peak Performance to become a fresh, vibrant and progressive brand at the forefront of storytelling and shopping.

By manifesting a bold attitude, tons of shopable stories, we could create a whole new shopping experience, tailored for a younger, urban consumer.

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