Sheertex
Sheertex Growth Marketing Activation
DTC Darling to OOH Extraordinaire
Sheertex, the DTC darling known for its “unbreakable” tights, stepped into the real world for brand growth.
They kicked off their “Ultimate Rip Challenge” in the busy streets of New York City during prime tights-wearing season to drive brand awareness, interest, and velocity.
This activation created thousands upon thousands of experiences that got people talking, sharing, and buying.
Turning Sidewalks into Brand Moments
With the “Ultimate Rip Challenge,” Sheertex turned regular city spots into their brand stage, inviting folks to try (and fail) to tear their tights. Their sampling bikes hit up high-traffic spots during lunch rush, grabbing attention from busy professionals who care about high-quality that looks great. Decked out in bright bikes and lab coats, Sheertex’s crew didn’t just show up — they stood out, making it crystal clear these tights are all about tech-backed durability.
Keeping the Connection
Sheertex didn’t just leave it at street interactions; they kept things rolling with a “chance-to-win” contest to scoop up emails. This simple move kept Sheertex in the loop with new fans even after the challenge wrapped. With follow-up emails, they stayed top of mind, nurturing potential customers in a way that felt genuine and friendly.
16 event days, 192,000+ impressions, 39,000+ engagements
OOH Halo
Sheertex enhanced their street game with outdoor ads on buses and subway stations, making their brand campaign known before they encountered the street marketing teams.
Visual Consistency Done Right
In the fast-paced city, having a solid look is everything. Sheertex nailed it with bright sampling bikes and lab coats, making their brand pop while adding credibility.
This choice wasn’t just a style move; it reinforced Sheertex’s tech angle, showing off their tights as high-performance gear, not just another fashion pick.
Here's your takeaway.
UGC
Sheertex’s challenge was designed to be shared, and their participants totally got in on it, filming themselves trying (and failing) to rip the tights.
Seasonal Timing
Running the activations during fall and winter, Sheertex hit prime tights-buying season.
Retail Support
During the second year, Sheertex aimed their outdoor activations to support their H&M retail rollout. Sampling bike teams were deployed outside every H&M location in New York City.
Ready to take your brand to the streets? If yes, let's chat this week!
