R.A.D Global

Person wearing sunglasses holding a magazine titled 'BAD GLOBAL' with a woman smiling on the cover, against a plain background.

I turned a cross-fit brand into a

coffee table book.

hereā€™s why

Close-up of a white plate with a faint rim visible, placed against a neutral background.
click here to view the Unofficial R.A.D Global Coffee Table Book
click here to view the Unofficial R.A.D Global Coffee Table Book
Woman with wavy hair, wearing sunglasses, reading a magazine titled 'R.A.D. GLOBAL' in front of a multicolored background.
A woman wearing sunglasses and rings is sitting on the floor, smiling and holding an open magazine or booklet with bold text and various points listed, against a purple and yellow gradient background.

LETā€™S REWIND

  • R.A.DĀ® is a Portland-based training brand blending performance and streetwear.
    Co-founded by Ben Massey with creative direction by Fluoro, itā€™s built for hybrid movement and rooted in rave, skate, and 90s subculture, fueling a cult-like community.

  • Strong niche following, but limited to functional fitness

  • Competing against dominant players with broader reach

  • Cultural potential isnā€™t fully realized

  • Training gear = identity + belonging

  • Consumers want products that live beyond the gym

  • Expand from performance ā†’ performance and lifestyle

  • Show up in culture, not just sport

Methodology

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

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  • Item description

Target

The Target for this brand is cross-fitters, etc

Insight

Our insight

Problem

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

Why this works

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

STRATEGY

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

TACTICS

Tactics included included all of the little things we did, from photoshoot planning. I planned a photo shoot based on R.A.Dā€™s hyper-futurisitc vibe

creative campaign

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

refelection

This was my first Strategy class I have ever taken with one of my favorite professors ever and mentor, Slavka.

I know that I am a maximalist and I did get excited about the creative direction of designing a magazine for this project, however I do wish that

MY ROLES

    • Strategy (Interviews, Industry Analysis)

      • Tools Used: Adobe Photoshop, Adobe Illustrator, Canva

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