180 Amsterdam & FC Barcelona Put Denim Through its Paces for Replay

For the unveiling of the innovative Hyperflex collection, fashion brand REPLAY has put the product through its paces with the ultimate quality test, to bring to life the new stretch denim experience and unparalleled ease of motion.  An online campaign film, which stars Brazilian supermodel Alessandra Ambrosio and FC Barcelona players, features modern-day lifestyle tests, such as ‘twerking’, walking the runway and hip hop dancing, all conducted under the watchful eye of the supermodel’s alter-ego Doctor Ambrosio. 

The bold, integrated campaign, which was developed by creative agency 180 Amsterdam, includes an online film, print and OOH activity, as well as campaign images to be launched at REPLAY stores around the world.

The Italian fashion denim retailer worked with 180 Amsterdam on all aspects of the launch, including conceiving the name Hyperflex and designing the logo.  The agency was briefed with amplifying the category-transforming nature of this innovative new product and creating an execution which would embody the attitude of REPLAY’s rebellious spirit. 

As well as supermodel Alessandra Ambrosio, stars of the film include FC Barcelona players Neymar Jr., Luis Suarez, Andres Iniesta, Ivan Rakitic and Gerard Piqué, and Dutch street dancer Timor Steffans.

The main features of REPLAY Hyperflex are 100% elasticity, incredible shaping performance and superior comfort. This means that REPLAY Hyperflex offers complete ease of motion, great shape retention - no sagging or deforming even after considerable wear - plus a luxurious feel.

Matteo Sinigaglia, REPLAY CEO, commented: “The Hyperflex range changes the rules of denim and stretches the limits of the manufacturing process.  At REPLAY, we are passionately committed to driving innovation and we see Hyperflex as a revolution in stretch denim.  Our challenge to 180 Amsterdam was simple. Create a campaign that allows the freshness of the product to shine through, whilst remaining true to the distinctive signature and values of the REPLAY brand.”

Al Moseley, President and Chief Creative Officer, 180 Amsterdam, commented: “Replay's Hyperflex is a revolution in denim. Our task was to stretch it to the limits. The tests we put it through were extraordinary. The outcome, as people will see, is truly remarkable.”