Sierra offers sportswear, activewear
and outdoor apparel for men, women and children. But it rejects the idea that you need to look overly intense or super athletic to enjoy recreational activities.
BarkleyOKRP has debuted its first work for the brand since becoming Sierra's creative AOR. "Modern Family's" Adam DeVine lends his voice to the campaign.
The new push — "Athletic to Athletish" — runs across TV, CTV, digital video, audio and social, including placements during the Olympics. Whether the focus is fishing or yoga, skiing or
dog walks, Sierra celebrates all forms of active living. The larger theme: feeling good doesn't depend on athleticism, but enjoying your time.
The off-price retailer, owned by TJX Companies,
sells activewear and gear accessible to most consumers.
Matt McNulty, executive creative director at BarkleyOKRP, told
Agency Daily:
“Most activewear advertising
assumes people only want to be a different version of themselves. Sierra is doing the opposite, recognizing that whoever you are, and whatever you want to do, that already counts.”
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BarkleyOKRP's creative includes Burger King, Planet Fitness, Metro By T-Mobile and The Andy Warhol Museum.