Launched the brand Old Navy Active with a tagline and campaign to lend real athletic credibility to Old Navy and give it an identity on par with major athletic brands like Nike, in an inclusive way.
Built For Play touched on the universal human emotion that transcends ability, leans toward fun and functionality, and let us speak to the technical capabilities this new line of activewear had.
BUILT FOR PLAY MANIFESTO
We’re built for waking up early and getting out.
We’re built to chase.
To stretch.
To think fast.
To go as fast as our legs can carry us.
We’re built to join in.
To compete.
To chase each other.
To have fun.
We’re built for speed.
We’re built to go the distance.
To perform at our peak.
To be outside.
To brave the rain.
To be in the sun.
To work hard at playing.
We’re built for feel good doing it.
Active by Old Navy
With Go Technology.
We’re built for play.
OLD NAVY. BUILT FOR PLAY.
Agency: James Spindler & Co.