BRAND REVAMP

In January 2021, JCPenney revamped its Xersion activewear brand to include performance features like EverAir™ breathable technology, 4-way stretch, flatlock seams and more. The brand also began to offer a variety of compression levels in bras, leggings and men's tees. Added details like pockets, thumbholes and reflective trim put Xersion up there with lululemon and Athleta. I contributed copy for multiple channels and gave the brand a tagline: Motivation to move.
Design by Joe Wilk. Digital assets by Deven Fulton. Photography by Jennifer Holmes.

Check out our newly redesigned Xersion activewear for the whole family! No matter where you are on your fitness journey, Xersion transforms your workout and gives you motivation to move! Introducing the innovative EverAir™ breathable technology, only at JCPenney, to keep you cool and dry. Plus, 4-way stretch for flexibility and comfort. With extended sizing in women's and kids' sizes, Xersion’s here to help you go for your goals and love the gear you’re wearing—no matter your workout. Available in select stores & at jcp.com. JCPenney. 

Produced & recorded by Craig Ray.