SBD APPAREL

From strength to strength.

SBD Apparel is a world-leading strength and fitness brand. They’ve become the adopted performance apparel for the most devoted fitness fanatics, setting the benchmark with their superior quality, craftsmanship and durability.

A brand in their infancy, SBD had established themselves as the market leader through a rapid rise and now was the perfect time to assess their journey, strengthen their position and raise them to the next level.

CHALLENGE

Competition level lifting was where it all began. SBD initially stood for Squat, Bench, Deadlift; the three disciplines of powerlifting. For the brand to find true ‘gains’ it needed to appeal to the regular gym-goer as well as the elite athlete. It was time to recharge, refuel and remodel.

STRATEGY

Before crafting a strong physique I went to work on building a strong mindset. SBD needed to stand for more, a message that athletes of every level could be inspired by. Strength, Belief and Determination was the answer. More than a name, it was an ethos.

This change also sparked a new brand proposition, one that would focus on the brand’s superior products, athletes, and craftsmanship. When it comes to these three key brand areas, SBD lifts above its weight. While some are made of strong stuff, they are Made With More.

SOLUTION

The new mindset was strong, but the existing logo was tired. I crafted a new identity that personified the strength of SBD’s athletes, creating a brand that was far more robust, dominating and strong-in-character. Just like walking into the gym in your new gear, SBD is rejuvenated and ready to push boundaries.