Stance Underwear Europe Launch
Services
Art Direction
Strategy
Motion Design
Illustration
Credits
Dan McCabe (Guidance)
Pedro Palmer (Copy Support)
After making socks cool and iconic among underground culture, Stance wanted to expand into men’s boxer briefs. They were looking to launch the product to a European market in a way that captured attention while staying true to the brand’s edgy and innovative identity.
The mission
Introduce Stance’s men’s boxer briefs in Europe with a captivating digital campaign. Highlight the comfort and quality of the product while aligning it with Stance’s ethos of turning everyday essentials into lifestyle statements.
The challenge
Communicate a new product category in a market where Stance is primarily known for socks. Capture attention in Europe’s competitive fashion space and make boxer briefs feel exciting and essential.
Redefine comfort, defy the norm
Making underwear exciting seemed like a handful. The campaign needed to resonate with men who value confidence, freedom, and authenticity. It was necessary to go beyond simply selling boxer briefs and instead present a movement - one that’s all about being bold, fearless, and unapologetically yourself. The boxer briefs already embody these values through their design, comfort, and performance, but the campaign needed to make this clear in an impactful way.
The power move
‘Be Ballsy’ dares men to step outside their comfort zone both in their everyday lives and wardrobe choices. Inspired by the notion that boxer briefs should do more than provide comfort, the campaign focused on boldness and breaking taboos. The punny twist on “Be Ballsy” added a playful edge, tying the concept to the product’s key feature: premium comfort and support in all the right places.
Built to stand out
The campaign successfully positioned the boxer briefs as more than just an item of clothing - they became a symbol of confidence, bravery, and freedom. It featured bold, eye-catching hues alongside striking typography and visuals. The messaging resonated strongly with the audience, and the bold visuals grabbed attention, driving strong engagement. It also sparked a conversation around not just the product, but the lifestyle it represented, helping to build a community of men who identified with the mindset.
