National Team Replicas

When:

July-August 2021

Client:

GK Elite

Programs:

Adobe Photoshop, Zmags, Listrak

Description:

For the 2020 Olympic Games, my company was the leotard manufacturer for the National Gymnastics Team. It was honestly very cool to have my company in the spotlight during these games!

During the games, GK Elite produces replica training leotards that look similar to the ones worn by the Olympians, and sold to the general public. They make a limited amount of these styles and are launched only when their counterpart is worn in competition. A fun fact for these games, Japan is 14 hours ahead of my East Coast Time Zone. That means when it is prime-time TV in Japan to broadcast the gymnastics events, back home it is an early 4am or 6am launch time. Though it was a tiring few weeks, it definitely was fun to watch the live broadcast and send out communications when we finally spotted our designs debuting.

Email Launches

The email commutations were sent out as soon as possible and served three purposes.

Though most of the training leotards followed the same template, there was a special leotard for the Team Event where the team aspect was highlighted in the imagery and text.

The top of the email serves to display what leotard, or leotards in some cases, were being launched that day and were available! This team leotard was photographed with the team members that would compete in the event, and we were able to animate the tank style with the competitive long sleeve version!

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The next module served to compare the leotard shown in Japan versus the one they are going to purchase. This also included the inspiration behind the design and their unique features.

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And lastly, the final module was a shop the collection button to feature the styles that still had inventory with urgent messaging to get them while they are still here!

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Here is a full Email example of a double leotard launch for two styles. We didn't know what leotards would be worn on any given day so each morning during competition we had to act fast to create the needed graphics to launch as soon as possible! We designed the template to be as easy as possible to make a moment's notice and overall, I think it was a success!

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Homepage Banners

As important as the email messaging was, the banners were also vital in alerting the customers that were refreshing the homepage at the time of the broadcast. The banners could take the customers directly to the product for purchasing. Again we feature both the competition version of the leotard and the training leotard they will purchase to drive home the authenticity of the product.

I do want to point out in this project the importance of ADA compliancy. The original brand board for this collection only featured the gold text in the lockup as the only lockup being used throughout the campaign. As it is my job to build the banners on our banners platform, I knew that the gold would not provide enough contrast to pass our ADA contrast checker. Therefore I then came up with the solution to swtich the CHAMPION lockup to have the bold navy text and gold stroke as a detail that shouldn't distract from the readability of the text.

Several banners were used throughout the website, in addition to the homepage banner with various site and category banners as well that updated through the competition.

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Again, most styles followed the same format aside from the team leotard, again showing the team mentality and imagery.

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Though emails would go out with multiple leotards in one message, we were able to give each style their own website banners when they launched, showing the extravagant detail in the compeition sister leotard!

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