Introducing
For over 50 years, Varsity Spirit has been the worldwide leader in cheer and dance — famous for their uniforms, camps, and competitions.
But there’s never been a way to wear Varsity every day; after the stadium lights fade and the competition is over...until now.
Introducing, a new way to wear VARSITY.
SERVICES
Brand Identity & Strategy
Brand Messaging & Copy
Creative Direction
Brand Photography
Launch Video
Pop-Up Merchandising Design
A VARSITY Mindset — This launch video was played in cheer and dance competition venues across the US. where hundreds of thousands of event-goers were a captive audience. VARSITY pop-up shops were present at those events, so viewers could shop the brand IRL. The event livestreams, ESPN, and website were other notable placements.
Once a VARSITY Athlete,
Always a VARSITY Athlete.
Hero models in our campaign are real athletes with cheer and dance backgrounds. These young women wore Varsity on game days and at competitions, and today, as community leaders and forever athletes, they still embody the spirit and mindset of a Varsity athlete in everything they do.
Meet Darah
Pro Cheerleader & Dancer
Dallas, TX
About
LSU Tiger Girl and two-time UDA National Champion are only a few of the many achievements Darah has accomplished in her impressive athletic career.
Her Best Day
Darah's ideal day would start with coffee and breakfast in the morning, a day by the beach with her friends and family, followed by dance class at night.
The Top of Her Game
"Being at the top of my game means mentally and physically doing everything I can to be present and my best. I'm a very passionate and dedicated individual so when I put my mind to something, I will not rest until it's accomplished. At the end of the day, I want to know I've done all I can do, to be all I can be, Everyone has greatness inside them, why not unlock every bit of it while you can."
Cheer and dance competitions are typically hosted in convention centers and not-so-sexy venues. To create an on-site shopping experience for event-goers, we created a pop-up shop built for travel that felt like a real store. Merchandising featured athlete stories, inspirational moments, and pop-up dressing rooms.
Inspired by the forever athlete — at the top of their game, in everything they do.
Varsity partnered with the campaign's hero athletes and other influential Varsity athletes to launch the new line on social media with PR boxes. Custom mailer boxes and cards were designed to highlight the brand message and the premium quality of the new activewear line.
