Free People by Urban Outfitters is expanding its presence in the athleisure market through its current FP Movement collection. With Stand Out, Never Still serving as FP Movement’s first significant campaign in Europe and the UK, the label is launching its “largest brand campaign to date.”
The brand, according to the business, is “set apart from its competitors in its unique designs which bridge the gap between fashion and function,” and it is “anticipating huge growth in the European market.”
It’s worked with Anomaly, Adweek’s 2022 Agency of the Year, for Stand Out, Never Still that takes inspiration from “the fearless spirit of a pink sheep named Tilly, who deviated from her pack. Tilly becomes the symbol of the FP Movement community—a collective of true individuals unafraid to embrace their uniqueness”.
Starring alongside Tilly are five year-long FP Movement ambassadors and 2024 Olympic hopefuls — including two representatives of team GB: Jess Hunter, Jessie Knight, Annie Kunz, Dominique Ruotolo, and Quanesha Burks.
FP Movement said it’s “reshaping the female activewear market by infusing a strong feminine sensibility into a business long dominated by male-led designs, while not compromising on technicality”.
The range is currently shoppable online and at the Free People store in Westbourne Grove, London.
And the brand said that “with its growing presence at key European sporting events in 2024, FP Movement is set to emerge as a key player within the activewear space in the EU market. Like Free People, FP Movement is on track to follow the growth of its parent brand and currently has 37 locations in the US, with plans to open at least 25 additional stores in 2024”.
