Greatness Wins | Greatness Wins Launch

Position the Greatness Wins athletic apparel brand as the antidote to athleisure:
for the modern athlete that values purpose-built athletic wear.

We created the Greatness Wins with MLB hall-of-famer Derek Jeter and veteran ecommerce entrepreneur and UNTUCKit founder Chris Riccobono, partnered with boundary-breaking ballet dancer Misty Copeland and sports icon Wayne Gretzky to introduce Greatness Wins: the next great athletic wear brand.

The launch campaign was inspired by the hard work that inspires greatness in everyone. No-frills workouts. Dedication, determination and sweat. Black and white photography, Super 8 film stock and a multi-media documentary style edit gave Greatness Wins the vibe of an instant classic. This isn’t your dad’s athleisure.

Greatness Wins is the gear the GW Founding Team always dreamed existed - high-quality and great fitting athletic wear they hadn’t seen on the market. Powered by innovative technical fabrics that work hard, wash well, and actually last, Greatness Wins prioritizes superior fits above all else, using only the highest-quality and sustainable materials that won’t rip, pill, or lose their shape, withstanding the toughest workouts. Greatness Wins is not athleisure, it’s purpose-built athletic wear guaranteed to provide the best fit you can depend on to stay the same the first time, and every time, season to season.

Greatness Wins.
We put the athlete in athleisure.