Replay's ‘HyperTrain’ Campaign Pokes Fun at Weird and Wonderful Fitness Fads

Italian denim brand Replay has launched a new integrated campaign highlighting the innovative technology behind its jeans. Combining the traditional look of denim with freedom of movement and comfort, the Hyper range jeans are designed to prioritise stretch and flexibility.

Created by 180 Kingsday, the ‘HyperTrain’ campaign takes a tongue in cheek look at today’s ‘fitspo’ culture. Drawing on insights from across social media, the creative was inspired by the alternative workout trends that are found online, from Goat Yoga to Axe Throwing.

The six short films, which will run across Replay’s social platforms and OOH, each offer an alternative workout session. Hosted by Replay clad models, Tamara and Demian, the films guide the viewer through a range of workouts from ‘Aerial Yoga Shelf Dusting’ to ‘Hit Bounce Cocktail Drumming.’ Each one showing the flexibility of Replay’s denim and how seamlessly it fits into every lifestyle.

Working in collaboration with the production company Oxford House and shot on location in Amsterdam, the films and accompanying print assets are a continuation in style for the Italian brand, known for their playful approach to advertising.

Stephane Lecoq, creative director at 180 Kingsday, said: “We became fascinated by the number of workout options available and how each new trend seemed more bizarre than the last. We wanted to keep the campaign fun and cheeky, as that’s a core part of the Replay brand while highlighting how Replay’s Hyper range is built for real life, without restrictions.”