New Territory
After turning socks into underground icons, Stance set its sights on men’s boxer briefs. The goal was to enter the European market with impact while staying true to the brand’s edgy and innovative identity.
Balls Out
The campaign introduced boxer briefs through a sharp digital push that balanced product and philosophy. Comfort and quality were essential, but the real objective was bigger. Everyday essentials had to feel like lifestyle choices, not basics.
the power move
#BeBallsy pushed men to step beyond comfort zones in life and style. With striking visuals and unapologetic tone, the campaign transformed boxer briefs into a symbol of confidence and sparked a wider conversation around identity, attitude, and self expression.
art direction:
catarina mestre
strategy support:
dan mcCabe
illustration:
noah smith
motion:
catarina mestre
design support:
pedro palmer, james bushwick