Bonds opens pop-up store in Myer as part of new campaign for its sports fashion launch
Bonds has launched a full-blown push into the women’s active sportswear space taking on giants such as Nike and Adidas.
The fashion and apparel arm of Pac Brands launched tentatively into the market two years ago but is now taking a united approach to its offer with exclusive outlets in Myer showcasing the entire range in a single space for the first time.
Previously shoppers had to visit several different departments of a retailer to assemble a complete outfit.
As part of the push for Sport, Bonds has signed actor and model Courtney Eaton to be the face of of the range. Eaton starred in the recent Mad Max: Fury Road and the upcoming Gods of Egypt.
Emily Small
Emily Small, marketing manager for Bonds, told Mumbrella that Eaton was the sort of person would connect strongly with Bonds’ audience.
“There is a real shift in the way consumers are dressing and we talk about Sport being the big new street fashion,” Small said.
“We are also really pleased to be partnering with Myer. It makes Bonds Sport more accessible to people. It’s also an opportunity to see everything together at once.”
Small said that the way that activewear had expanded into the mainstream fashion market had given Bonds the opportunity to come into the market with its own Australian style that set it apart from international brands.
“It’s a natural progression for us. We see it as part of our larger portfolio.”
The campaign was created by The Arc Factory and production company Good Cop Bad Cop.
[Last year the brand picked rapper Iggy Azalea to be the face of the brand during its 100th anniversary celebrations.
Simon Canning
