CrossFit and rave culture may have more in common than you realize. Both involve communion with your tribe, physical exertion, endorphins, and stylish apparel that combines comfort and performance.
London creative agency Fluoro has partnered with footwear brand R.A.D for the past three years, creating a retro-futuristic aesthetic inspired by ’90s dance culture, skate, and surf lifestyle. R.A.D, which stands for ‚Rally Against Destruction,‘ has gained a devoted following for its innovative designs and commitment to the mind, body, and planet.
The launch of R.A.D ONE V2 required a campaign that would retire the original performance shoe and generate excitement for the new design. Fluoro developed the ‚R.A.D Delivery Systems‘ concept, focusing on the moment of receiving an online purchase and creating a fantastical 3D realm that embodies innovation and sustainability.
Inspired by solarpunk ideals and nostalgic elements, the campaign showcases a bio-organic surf shack-meets-Willy Wonka-meets-nineties rave aesthetic. The R.A.D ONE V2 is revealed in a surreal laboratory setting, with nods to retro pop culture and future design.
Fluoro’s graphic toolkit and guerilla-style US launch tour solidify R.A.D’s unique brand identity and online presence. The campaign video features athletes showcasing the Delivery Systems apparel and delivering the new trainers to customers‘ doors, blending creativity and real-life activations seamlessly.
„We like the idea of merging creativity and unreality with real-life activations,“ says Tim Smith, founder of Fluoro and creative director for R.A.D. „Understanding that both can coexist and create a cohesive brand experience.“