Putting the Spotlight on Rhone
Rhone, makers of premium activewear that is engineered with principle, performance and progress for the modern man, was inspired by the lack of performance options for men in the marketplace. In 2017, the brand unveiled the Commuter Pant, blending amazing comfort and stretch with unparalleled style and sophistication to create the perfect pants for travel, work and life. Made from luxury Japanese stretch fabric, the pants had so much pre-release buzz that they sold out within three weeks. To capitalize on the popularity of the Commuter Pant, and to highlight the brand’s state of the art design and technology, TURNER was tasked with keeping that buzz going for the product and the Rhone brand as a whole.
WHAT WE DID
TURNER’s media relations strategy to highlight the Commuter Pant as the ultimate lifestyle pant for men included:
- Strategically seeding the Commuter Pant to national A-list media outlets in the lifestyle, fashion and wellness space;
- Securing coverage based on wear testing experience and ensuring that the brand technology and ethos were weaved throughout the story.
- Cultivating relationships with media outside the typical demo for Rhone which included touching upon media in the travel and business space to showcase the versatility of the product across varying lifestyles, specifically media that had long commutes that we knew would benefit from the pants functionality.
Rhone’s Commuter Pant is a clear media and consumer favorite, with TURNER’s efforts adding up to over 100 million impressions to date. We landed feature coverage in Business Insider, Men’s Journal, The Manual, and Inside Hook, among others.