The Lion x ThexDefinition - FUNCTIONAL T-SHIRT RELEASE

Besides being an all around consultant to Alfred Ntiamoah (The Lion) I’m actually also the co-owner of the lion brand. Previous work around creating the logo and establishing the brand identity are some of my favourite projects to have worked on.

But this particular post is all about the functional T-Shirts we dropped and sold out. After generating a decent buzz as well as being on the radar of Nike Training and other industry leading companies, I decided we needed to push our own brand much further. Merchandise was an immediate no-brainer but I wanted more than just create something solely for the purpose of making sales. I had this vision of creating something which was going to embody the brand and the movement as a whole and with that “the lion pride” was born.

The name itself is a double entendre and play on words as we wanted people to not only feel proud wearing it, but it should also create a sense of unity and becoming part of a family. The shirt was to be looked at as a uniform, get you motivated to train according to our program, or even when working out alone it should help you feel connected on your quest to your desired fitness goals. Prior to releasing the shirt for sale it would also be included in our onboarding pack for new clients, as a reminder of the training received in the PT sessions.

When we eventually put it up for sale it sold out in no time, the response was amazing but also overwhelming as the demand was way bigger than we imagined. We included a personalised and handwritten note to the first 50 buyers to once again add that personal touch and express our genuine gratitude.

To this day it’s very much up there with one of my favourite projects we came up with from scratch and seeing it take off the way it did was all the confirmation I needed to push on. Bigger and better is planned for the next release of the shirts so keep a lookout for it! | ww.thelion88.com