Australian activewear brand Jaggad is attempting to break into the US athletic apparel market with a new ad focused on model and influencer Rocky Barnes, the granddaughter of Bruce Lee’s trainer.
Jaggad's debut campaign was created by Los Angeles independent production agency Summerjax. Jaggad hopes to bring the success it’s had in Australia to the US athletic apparel market, positioning itself against both the competitive attitude of Nike and the yoga-focused Lululemon. It views itself as less of a fashion brand and more of a health brand.
So when the brand chose its first US brand ambassador, Rocky was perfect for the campaign because of a largely untold aspect of her story. Rocky is a boxer and martial arts expert with a deep legacy in that world. Not only is she a blackbelt, but her grandfather trained Bruce Lee.
The video by Summerjax takes a stripped-back approach, opening with moody shots of Los Angeles and following Barnes into a boxing gym. Instead of music, a staccato ticking sound plays in the background. “I know this place well; it’s in my blood. My grandfather and great-grandfather were here before me,” Barnes said as she hit the punching bags inside the shadowy gym.
Client - Jaggad
Talent - Rocky Barnes
Production Company - Summerjax Inc
DP - Jeremy Pettit
Editor - Max Edit & Jeremy Pettit