Juicy Couture is ringing in 21 years of the tracksuit with a new #TrackIsBack campaign.
The campaign for fall pays homage to the brand’s fun, irreverent spirit and L.A. heritage.
The return of the limited-edition velour tracksuit coincides with the currently popular ath-leisure craze, and the tracksuit is often regarded as the trend’s forerunner. Juicy’s offerings for the track line in multiple colors and style options will be available globally. A capsule collection of the tracksuit in select colors and classic styles will be available in the U.S. exclusively Bloomingdale’s stores and at bloomingdales.com.
To celebrate 21 years, the brand worked with 21 models and influencers who share how they wear their Juicy Couture tracksuit. They were shot individually for a black-and-white portrait in their favorite iconic track pieces. The campaign, which is being shown in print and digital and on social media, taps into the brand’s influencer networks in China, Morocco, United Kingdom, Russia, Japan and Mexico. The hope is that as the influencers post their personal style with the tracksuit, they will inspire their followers to post their own track looks using #TrackIsBack.
The Juicy Couture brand was acquired by Authentic Brands Group for $195 million from Fifth & Pacific, now Kate Spade & Co., in October 2013. When Fifth & Pacific acquired the brand in 2010, it was known as Liz Claiborne Inc. The brand was cofounded by Gela Nash-Taylor and Pamela Skaist-Levy in 1996.
The brand is available in 247 Juicy Couture stores and select department stores across 60 countries throughout North America, Europe, Asia, Latin America, Africa and the Middle East. ABG continues to expand the brand’s reach through the opening of Juicy Couture concept stores, working with licensed partners.
Under the direction of ABG, the core Juicy Couture line is called Juicy Couture Black Label. The tracksuit options are available as separates for women and girls.