Formfit

For Cultsport, the apparel arm of Cure.fit, we conceptualised and executed the launch campaign for FormFit, a performance-driven range of sports bras designed for real workouts and real women. The task was to showcase FormFit’s functional benefits - support, stability, and impact-resistance, while positioning it as a confident, stylish essential for athletes and fitness enthusiasts. The campaign brought this to life through high-contrast visuals, where the product remained in full colour against monochrome training environments. This helped the sports bras stand out as the hero while highlighting their purpose-driven design. Each creative paired dynamic athletic poses with bold, benefit-first headlines, reinforcing the product’s engineering and performance credentials. The clean, modern aesthetic and strong visual consistency helped establish FormFit as a credible new entrant in the performance wear space. Together, the imagery and messaging built a launch narrative that was functional, feminine, and empowering, cementing FormFit as Cultsport’s next big step in activewear innovation.