Entering an overcrowded category, Rihanna’s lingerie brand, Savage X Fenty, needed to launch its new athletic wear line in a bold and differentiating way. We created Fenty’s first ever TV-driven, 360 campaign — Power x Play, reimagining sportswear through a high-fashion point of view. Equal parts Sweat X Style. Work Out X Show Out. The campaign was designed to support your ‘X’, all parts of you, and prove that for women, everything is sport — from nunchucks to pregnancy.