The challenge was to promote a casual fashion product by a premium sports wear brand in a way that leveraged the credibility of their key performance ranges. 

I developed the idea “Wear Your Story” from the knowledge that most jeans are made to look worn, whereas Rapha’s jeans were raw, untreated and made for cyclists - perfect for making your own mark on.

I distressed a brand new pair of jeans to use as the lead visual for the social media campaign inviting Rapha’s existing customers to share their stories of scrapes, and falls in their Rapha products with the best receiving a free pair of jeans.