Championing moving better

The Challenge:

In 2015, the sportswear market was dominated by brands focused on aesthetics and bodybuilding. We saw an opportunity to create something different—Ardour, a sportswear brand dedicated to strength, mobility, and moving better. The challenge was to design high-quality, minimal, and grown-up pieces that stood out as a mature alternative in a competitive industry, while building a brand that resonated with a niche audience of athletes and movers.

The Solution:

We managed every aspect of Ardour’s creation, from sourcing to creative direction. We personally visited manufacturers in Shenzhen and Fujian to ensure the highest quality production and foster strong supplier relationships. Attention to detail was at the heart of the brand—every element, from clothing design to website photography and brand language, was crafted to communicate quality.

To position Ardour as the ‘brand for movers,’ we aligned with top athletes and influencers in gymnastics, martial arts, and dance. Our motto, “Moving Better,” became fundamental to the brand's identity. We shot and edited most of the content ourselves, working across Belfast, London, and Hong Kong to capture authentic stories with athletes and even our own customers.

The Results:

Ardour gained a loyal global following, shipping to over 30 countries, including the United States, South Africa, Australia, South Korea, and Europe. The brand was recognised for its unique focus on movement and mobility, standing out as a quality-driven, mature alternative in the sportswear market. Although Ardour closed in 2019, the experience gave us invaluable insights into apparel design, production, and content creation, which continue to influence our work today.