By John Glenday, Reporter

October 10, 2014 | 2 min read

Italian denim brand Replay has recruited FC Barcelona players Luis Suarez and Gerard Pique alongside supermodel Alessandra Ambrosio to put its new jeans through their paces by stretching the fabric to its limits.

Dubbing it the ultimate quality test the commercial saw Suarez and Pique twerking, catwalk modelling and street dancing whilst donning the trousers, all under the watchful eye of Dr Ambrosio.

The YouTube film was developed by creative agency 180 Amsterdam and is backed up with online film, print and OOH activity and campaign images for display in Replay stores.

It is geared toward communicating the 100 per cent elasticity of the garments which are said to offer improved shape performance and comfort.

Matteo Sinigaglia, Replay CEO, said: “The Hyperflex range changes the rules of denim and stretches the limits of the manufacturing process. At Replay, we are passionately committed to driving innovation and we see Hyperflex as a revolution in stretch denim. Our challenge to 180 Amsterdam was simple. Create a campaign that allows the freshness of the product to shine through, whilst remaining true to the distinctive signature and values of the Replay brand.”

Al Moseley, president and chief creative officer, 180 Amsterdam, commented: “Replay's Hyperflex is a revolution in denim. Our task was to stretch it to the limits. The tests we put it through were extraordinary. The outcome, as people will see, is truly remarkable.”


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