Disorder on the Court – a celebration of creativity ain fashion and sport.
AUSTRALIAN L’ALPINA
Case Study: Australian x Octopus - 2019/2020
Australian L’Alpina and Octopus Brand are two Italian brands rooted in distinct but complementary spaces—sportswear and streetwear. Australian, established in 1956, is famous for its tennis apparel, while Octopus, founded in 2006, is known for its iconic tentacle-themed streetwear designs. The two brands came together for the capsule collection “Disorder on the Court!”, combining their unique identities into a collaborative offering.
The collection consisted of three kits released between May 2019 and mid-2020 and was showcased at the prestigious Italian Open in Rome, marking the perfect fusion of fashion and sport.
Our Approach
Australian L’Alpina and Octopus Brand tasked us with supporting the UK launch of their collaboration. Our primary goals were to:
Increase brand visibility through social media and paid platforms.
Drive engagement and excitement around the launch of the collection.
Support the opening of Australian L’Alpina’s flagship store on Carnaby Street, a prestigious location in the heart of London.
To achieve this, we designed a strategy focused on:
Paid media campaigns across key platforms such as Instagram, Facebook, and Google, ensuring maximum reach.
Targeted social media campaigns showcasing the collection, featuring promotional content from the Italian Open, as well as lifestyle shots of tennis players Giulio Perego and Filippo Speziali, shot by Edward Scheller.
Leveraging influencer partnerships and engaging content to drive foot traffic to the Carnaby Street store.
Key Results
The results of our strategy were substantial:
Significant brand visibility
The collaboration reached a broad audience across social media and paid platforms, significantly increasing brand awareness in the UK market.
Successful store launch
Australian L’Alpina’s store on Carnaby Street saw high foot traffic in its initial months, attributed to our strategic launch campaign and the growing interest in retro and lifestyle tennis fashion.
Engagement with tennis and streetwear communities
The collection successfully bridged the gap between streetwear enthusiasts and tennis fans, appealing to both demographics and solidifying the brands' presence in the UK.
By combining effective digital marketing with strategic partnerships, we helped Australian x Octopus capture the attention of the UK market, laying the foundation for further expansion into new regions and sectors.
