As part of an integrated campaign targeting endurance athletes, I created a line of endurance apparel for the Volkswagen, “Das Auto” campaign. The VW team wanted to create gear that would stand out in the crowd, and desired to show a fashion forward look as well as highlight the turbo aspect of their turbo line of cars, specifically the high performance tires found on them.
To accomplish this, I created the plaid style pattern to provide the fashion look and feel. In order to highlight the high performance tires I created a graphic based on the actual tread of the tires and used strategic placement of the graphic on each piece. To communicate the turbo aspect I used the tagline, “It’s good to be turbo” along with a simple yet striking speedometer icon on the back of each piece. The athletes really enjoyed the messaging and graphic on the back, as to them it let the athletes they glided past know, “Somebody’s faster” and “It it’s good to be turbo.”