Behavioural Design for Ethical & Eco Activewear
- nadijaneau
- Oct 10, 2018
- 2 min read
Updated: Nov 8
A values-led activewear collaboration strategy using behavioural nudges for social changes in activewear culture towards confidence, colour, ethical and eco-conscious consumption.
Project Context & Scope
Marketing and partnership strategy developed to promote a sustainable, ethically manufactured activewear range designed to encourage women to embrace bright colours and express individuality through movement. The collection was produced using eco-conscious materials and responsible manufacturing methods and was recognised at the Sunshine Coast International Fashion Festival (2018) for excellence in activewear design. The business closed in 2020 due to COVID-related supply chain and manufacturing disruptions.
Responsibilities & Contributions
Identified and secured collaboration partners aligned with sustainability and brand values
Coordinated talent acquisition and relationship management
Directed photoshoots and produced promotional visual content
Provided photography and creative direction for both brand and partner use
Structured collaboration agreements balancing value exchange without financial outlay
Objectives
Increase brand visibility and reputation through meaningful partnerships
Leverage shared audiences to expand reach with minimal financial cost
Support ethical messaging by working only with aligned individuals and businesses
Strengthen brand identity through consistent visual and narrative representation
Sustainability Impact Considerations
Values-Based Partner Selection: Collaborations were chosen based on alignment with eco-conscious and ethical production values
Resource Efficiency: Zero-cost / low-cost collaboration structures reduced financial/material waste
Shared Value Approach: Partnerships designed to benefit all participants, supporting long-term relationship development rather than transactional marketing
Social Sustainability: Diverse talent and positive role models in the fitness and wellness space
Outcomes & Key Results
Secured partnerships with fitness professionals and public-facing collaborators
Increased brand social media following and audience engagement
Established retail presence in Sanctuary Cove, Queensland
Featured on televised morning show, resulting in increased sales
Continued ongoing partnership providing refreshed marketing content at zero cost
Received Activewear Category Award at the Sunshine Coast International Fashion Festival (2018)
