The Fall/Winter 2019 collection was inspired by the “Winter Warriors” of the US military and is based on the U.S. Army 10th Mountain Division. This elite group of soldiers were trained for combat in the harsh mountaintops of the Alps and the frigid north of Scandinavia. They were trained in skiing, ice climbing and severe cold-weather survival. The Winter Warriors of the 10th Mountain Division inspired the gear, patches, emblems and colors of the collection. In an attempt at capturing the essence of what it means to be a “winter warrior”, we traveled to Iceland and the Sólheimajökull glacier where the diverse and extreme terrain was the perfect environment to pay homage to the collections inspiration.

As seen in HYPEBEAST.

PAID + ORGANIC SOCIAL
Social creative focused on engagement by spotlighting each of the collections individual capsules through a combination of engaging campaign and product images. Each capsule’s creative assets utilized an omnichannel approach through Alpha Industries’ social media channels, website, email marketing, and paid retargeted advertising.

PDP / PRODUCT ASSETS
Derived from Fall/Winter 2019’s lifestyle campaign, the season’s product photography direction applied subtle outdoor styling details to continue the storytelling on to each product page.

RE-MARKETING MATERIALS
As a part of Fall/Winter 2019’s ecommerce marketing strategy, we created a series of print inserts for consumers to receive upon placing an order through AlphaIndustries.com. The creative highlighted the season’s newest silhouettes and fabrics to encourage customers to explore the collection.

EMAIL CAMPAIGNS
Leveraging the campaign and product assets, email campaign creative focused on product education and awareness by highlighting each of the Fall/Winter 2019 capsules’ new silhouettes, washes, and technical benefits. These campaigns ran adjacent to the creative used on Alpha Industries’ homepage and social media channels which shared the same messaging.