Some months ago we got the job to come up with an idea on how to launch the new yoga clothing from Hunkøn and activate it PR wise. It was clear to me, we had to do something extraordinary and we had to make a fun and ambitious partnership with some creative and premium ambassadors from the yoga world.
In a long time I have been crushing on the ladies from YO Studios and their creative and colorfull approach to the yoga world. When we got the job of activating Hunkøn´s colorful and comfy yogaclothing, I only had one partner in mind; YO studios. I had a story in my mind on creating a partnership focusing on eclectic vibes and combining the calm yoga universe with a hip hop approach. We wanted to show, that a calm and inward yoga sessions as yin yoga also can be colorfull and powerfull, full og energy and potential. The tagline we created the universe around was the sentence “Don´t even go with the flow, be the flow” from Jay Z, which embraces the world of both YO studios and Hunkøn.
One of the key elements in the work was to create a soundtape, that could work around the calm and at once empowering theme we wanted to create and the only one to create it was the dj Fedty, who has also been the sounddesigner of Rotate by Birger Christensen´s show, Guldknappen, Glossier etc. She created a powerfull, bouncy and at once calm soundtape, go listen it here.
The rest is story and hard work, cause last week they launched their new partnership and I look forward to see how it goes from here. I am very proud of this collab. If you wanna join the events, go to yostudios.dk , if you want to listen to Fedty´s soundtape go to Spotify or if you wanna shop the clothing go to Hunkon.com
