The agency has been appointed as R.A.D’s UK PR agency.
The London and Portland based footwear and apparel start-up is breaking with convention – ripping up the rule book to deliver a product and brand experience like no other.
With roots in the international CrossFit scene, the brand is applying its distinctly cool and unconventional approach to the world of fitness. Inspired by street culture such as skateboarding, its injecting this design and mindset into workouts.
R.A.D, which stands for Rally Against Destruction, lives by its ‘Tuned for the Future’ philosophy – a commitment to improving performance alongside more ethical and sustainable business practice.
In just a few years, the brand has built a global and loyal cult following – building hype through off-the-wall brand activations and product drops. The product can be spotted on high-profile athlete ambassadors from the fittest woman on earth, Laura Horvath, to Hollywood heavyweight, Chris Hemsworth.
Brandnation will be responsible for activating R.A.D’s UK press office, profiling its CEO and athlete roster, alongside brand activations.
Joe Murgatroyd, partner at Brandnation, said: “R.A.D is the new kid on the block that’s turning heads. It has all the hallmarks of a disruptive start-up – they’re bold, brave and brilliant. We’re stoked to be part of their journey as they continue their ascent.”
