2:02 Apparel
The 2:02 Collection, by Pacers Running, is the first ever designed-in-house Pacers apparel brand. Pacers worked with Sound Running and runners in the DC community to create a new kind of athletic apparel.
I worked on a go-to-market strategy, campaign management, and the execution of the apparel launch.
Photography by Matt Stanley for Pacers Running Opportunity:
The Pacers team saw an opportunity to deliver a new offering in the stale and underperforming apparel category of business while testing inclusive sizing in the market.
Solution:
Celebrate local by positioning 2:02 apparel as a brand built for DC by DC.
Create the best running basics - accessible styles, affordable pricing, and everyday staples for runners.
Amplify the Athlete Sizing story - sizing meant to go beyond men’s and women’s linear sizing to fit the shape of the individual athlete.
Key Results:
90% sell-through of the collection with a gross margin of 58%
Create a deeper connection with Pacers core customers by providing a product line that celebrates community.
Expansion of the 2:02 Collection and Athlete Sizing to deliver custom collections to our community celebrating Pride, a limited edition DC Half capsule, and evergreen Pacers pieces.
