Savage X Fenty Gets Sporty With Launch of Athletic Collection

The brand aims to redefine sportswear for women

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Whether you are a busy mom on the go, taking care of business calls or simply heading to the gym, powering through the day is a workout in itself and women do it all. That is what Savage X Fenty wants to remind everyone.

Rihanna’s Savage X Fenty lingerie and sleepwear brand is continuing to embrace inclusivity with the launch of a new sports line called Savage X Fenty Sport. To celebrate the collection, the brand has launched the “Power X Play” campaign, featuring a spot that highlights the brand’s commitment to inclusivity as it aims to redefine the current state of athletic wear for women, which is often constricting and size-limited, by offering apparel that is fashionable, comfortable and created for everyday use.

The 30-second spot, made by creative agency Giant Spoon and in collaboration with director Amber Grace Johnson, features a diverse group of women including martial artist Nelita Villezon and curve model Precious Lee. The spot follows a soon-to-be-mother strutting down the aisle of a futuristic grocery store. Despite being pregnant, she’s rocking boxing tape and a casted heel. Showing off the versatility of both the company’s apparel and the women who wear it, the spot continues with a woman taking a business call on a treadmill—wearing a tutu and pointe shoes. In the last shot, the silhouette of an X emerges as Precious Lee effortlessly lifts a car while donning heels. The collection featured in the spot was made in collaboration with Adam Selman, the executive design director of the Savage X Fenty Sport line.

“This film is about the art of being a powerful woman,” Johnson said in a statement. “Motherhood is a sport; a trip to the grocery store is a sport; a night at the club, sweating and dancing and being unruly with your girls is a sport. Women do it all.”

Giant Spoon, Savage X Fenty

The power shift for women

As underscored by companies such as Target and Dove shifting toward more inclusive marketing, brands going beyond one-dimensional campaigns is crucial in the creation of a more diverse and representative space in advertising as a whole. For Savage X Fenty and Giant Spoon, it was important to not only recognize the significance of a more inclusive approach, but to also authentically reflect their audience’s identities and align with their values.

“The ‘Power X Play’ campaign is about refusing to compartmentalize. It says there’s no dotted line between life and sport,” Ian Grody, executive creative director at Giant Spoon, said in a statement. “Above all, we wanted the work to live up to the creative bar of the brand and the extraordinary rule-breakers who wear it.”