SPOKE Menswear Campaign Proves Style and Fit Go Hand in Hand

SPOKE has started 2024 in confident style with a new brand awareness campaign entitled ‘Ridiculously Well Fit’, launching during the Six Nations rugby.

At the heart of the campaign is a comically immodest lead, who personifies the confidence and feel good factor that well fitting trousers provide. 

The hero 30” film echoes the playful manner with which SPOKE has previously approached marketing their brand. Combining aspirational style with humour, the ad makes a serious point about the importance of great fit alongside style - without taking itself too seriously.

With a range of legwear hand-finished in 378 sizes, your adonis-like thighs or slender calves will never have it better than with SPOKE, who are making their big campaign statement on the opening weekend of the 2024 Six Nations. ‘Ridiculously Well Fit’ will premiere on ITV, funded by their media for equity investment deal with ITV AdVentures Invest, the corporate venture arm of ITV, sealed in 2021. This partnership clears the path for the menswear scale up to reach new audiences.

Speaking on the significance of this deal, SPOKE CEO and founder Ben Farren said, “It's eye-opening for a start up to reach for the big guns and advertise on TV - but this channel has really delivered for SPOKE. Since first launching on ITV we’ve tripled awareness in our target market. Like many direct to consumer brands, we cut our teeth in digital channels, with heavy emphasis on direct response ads at the bottom of the marketing funnel. This is a really powerful way to restore some balance to our advertising mix. The reach is unparalleled and it allows us to build long term brand awareness in a way that is simply not possible for many brands our size. Media for equity deals, like ours with ITV, unlocks the world of TV advertising for smaller companies.”

Sheena Amin, director of ITV AdVentures, said, “Since we first partnered with SPOKE in 2021, our Media for Equity programme has helped scale up a number of early stage digital and direct-to-consumer businesses using the power of TV advertising. It’s fantastic to see the positive impact that this has had on SPOKE, from moving the dial on metrics including brand awareness and customer acquisition to helping supercharge the company’s growth and build SPOKE into a worthy household brand. We’re proud to have continued to back the company by way of a follow-on media for equity investment and are excited to see SPOKE build on its TV success with this new and distinctive campaign launching to a perfect target audience during ITV’s Six Nations coverage.”

SPOKE achieved double digit year-on-year growth in its core UK market over the Black Friday and Christmas trading period - and that has continued into January.

After the financial challenges of last year, Ben Farren further addressed the necessary steps to change the fortunes of the menswear market in the new year, saying: “Online menswear was brutally hard for much of 2023 - but we’ve emerged in good shape. Our topline is still growing, the economics of our business look stronger - and this new brand campaign is the perfect platform to launch an exciting roadmap of new product categories in 2024.”

The ‘Ridiculously well fit’ campaign was written and directed by J Marlow, and produced through Outsider. It will run across TV, video on demand, YouTube, Meta and TikTok, with other offline channels slated for later in the year.