The Outdoor Voices Running Collection was the first time the brand launched a technical specific product line (April 20 – April 26, 2018). By focusing on a niche activity like Running, OV was able to expand it’s audience and break free of the “athleisure” label. I helped spearhead the integrated digital approach for this campaign which including targeted influencer marketing, strategic and buzzy pre-launch content, and an app encouraging followers to “#RunWithOV” and experience the collection in augmented reality. The success of this social campaign further solidified @OutdoorVoices as technical apparel brand and allowed them to expand their customer base.