The Brief
This heritage sportswear brand had recently come under new ownership and was mid‑relaunch — repositioning its athleisure line as a cooler, more contemporary label for a Gen Z audience. The real challenge was one of perception: shift a well‑established name toward a younger crowd without alienating the loyal customers who already knew it. And it had to happen across three Southeast Asian markets at once — Malaysia, Thailand and Vietnam — as the brand's regional arm drove a single, coordinated push.
The Approach
Rather than test one market and roll out later, SushiVid ran a single coordinated campaign across all three markets, mirroring the brand's regional ambitions and giving it a side‑by‑side read on how the repositioning landed in each. With a defined budget, we deliberately kept the roster tight — 25 hand‑picked KOLs rather than a thin spread of many — and chose each creator for genuine fit: the look and colour palette of their feed, their age, and their lifestyle, so the collection would feel native to their content rather than like a paid placement.
The Execution
The campaign ran about a month end to end — from the moment it was confirmed, through shipping product into each country, to content going live. Creative centred on Instagram carousel posts, chosen deliberately to present the product in a picturesque, editorial way that suits an athleisure aesthetic. There was no livestream or paid boosting; the emphasis was organic, aesthetic‑led creator content. Creators were curated individually for brand fit rather than sourced by volume, and creative direction was tailored to each market, since what resonates in one differs from the next.
The Results
Across the three markets, the campaign delivered 3.37 million views and 153,000 engagements — a real, creator‑led proof point that the brand's athleisure identity connects with a younger audience regionally. Running it as one multi‑market campaign, rather than three separate efforts, also gave the brand a clean comparison of how the same repositioning performed in each country.
The Takeaway
The most valuable outcome went beyond the numbers. Though Malaysia, Thailand and Vietnam all sit within Southeast Asia, they are culturally distinct — and what resonates, and what's appropriate, varies from market to market. A regional campaign is as much a cultural learning exercise as a reach play: matching creators and creative to each market's norms is the difference between content that feels imported and content that feels local. With an open, generous client sharing market insight throughout, the campaign became a template for running one brand identity across several very different audiences.