Embracing chaos+order to invent, build and shape icons.
adidas SS25
Jack Wolfskin >
Building a new footwear franchise
Adidas Sportswear reimagines the future of sport through a modern lifestyle lens. For SS25, the category introduces Lightblaze. Inspired by the iconic Adizero running trainers, it’s designed for style while staying rooted in sport. In partnership with adidas, we crafted a clear comms strategy and narrative for the franchise, ‘designed to move at the speed of life.’ We launched with a campaign fronted by the iconic Tate McRae and PSG superstar Bradley Barcola. Building market confidence, driving sell-in, and laying the foundation for future campaigns.
“GentleForces helped us define the comms concept and narrative for Lightblaze, and bring it to market with a strong attitude, creative expression and styling.”
Mel Rieger, VP Brand Communications adidas Training & Sportswear
Vision
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Jack Wolfskin
< adidas SS25
H&M Move >
Reimagining a heritage outdoor brand
Jack Wolfskin, an iconic German outdoor brand, is entering a new growth phase with our partnership. Collaborating with the C-suite, we refined their global target mindset, streamlined communications, and redefined their mission and vision, while sharpening product positioning and clarifying their approach to sustainability and innovation. Our goal is to engage a broader, more progressive audience across Europe, North America, and Asia while staying true to their wild heritage. More on this to come.
“If you look right from the consumer through mission, vision, purpose all the way down—it all follows. It’s beautiful. It’s the most stunning piece of work I’ve honestly ever seen and that’s the thing that’s with us for the next five years. I’ve never seen such a red thread through anything on any brand I’ve ever worked with.”
Claire Midwood, SVP Product, Brand Marketing and Retail, Jack Wolfskin (former SVP adidas and MD Apple)
H&M Move
< Jack Wolfskin
Peloton >
Launching a sports brand from scratch
Our founding partnership spanned two and a half years, building a new sports brand for H&M from scratch, from long-term vision to execution across 70 markets. Grounded in strategy, we identified a new space in the market, reframing sports as movement. This holistic approach shaped the entire brand universe, from a unique ‘badge of sport’ identity to typography, color, and an inclusive expression. A flexible design system was applied across product, labels, hangtags, comms, and retail. After two years of planning, we launched with movement icon Jane Fonda and an invitation for the world to move: ‘However You Move.’
“Since day one, the GentleForces team have been priceless partners in building our brand”
Simon Brown, Investor, Board Director (former Global GM H&M Move)
Peloton
< H&M Move
Plant Pensions >
Powering the future of a global fitness community
To kickstart Peloton’s transformation from a hardware company to a global fitness platform, we developed a brand strategy to chart its future growth. Built on the power of its instructors and a die-hard community of 6 million, we uncovered its true essence: ‘Human Power’, helping people harness their strength and live their best lives.This strategy inspired a visual direction brief to partners as well as now fueling Peloton’s new era. It is now shaping everything from instructors and equipment to the app and partnerships, driving the brand’s renewed success.
“I’ve never seen such broad strategy, creative and design thinking (infused with brand) at such an early stage. It’s so powerful.”
Oli Snoddy, CMO ROLI (former VP Consumer Marketing, Peloton)
Plant Pensions
< Peloton
Weekday >
The world’s first pension for the planet
Through our innovation process, we developed the world’s first pension for the planet: Plant Pensions - because the planet is the only thing worth saving for. Our goal is simple: a Plant Pension for every person on the planet. At GentleForces, we invest in one ton of freshly harvested kelp biomass per employee, capturing 39.6 kg of carbon (equivalent to mitigating 145 kg of CO2 or planting five trees per person, per year).
“We are pleased to be the founding sustainability partner of Plant Pensions with GentleForces, as they are a company working mindfully to improve human connections with each other and nature.”
Dr Kyla Orr, KelpCrofters
Weekday
< Plant Pensions
No More >
Building a Youth Culture Destination
Weekday defined its path for growth: to evolve from a mono-brand into the most culturally relevant multi-brand retailer on the high street. With a clear ambition, we collaborated with Weekday leadership and teams to reimagine Weekday as a future-facing retail concept rooted in the brand purpose of ‘Galvanizing True Expressions’. GentleForces led and facilitated the brand transformation strategy, brand expression, and a cohesive design system that was brought to life by the in-house creative team across campaign, social, retail, creators and experiential. The work brought Weekday, Monki, and Cheap Monday into one cohesive brand universe, setting a clear direction and energising the entire business.
“What we created together is something amazing. This strategy shapes a new era for Weekday - laying the foundation for our evolution.”
Kim Holm, Managing Director at Weekday.
No More
< Weekday
adidas FW25 >
Turning a private issue into a public issue with FKA twigs
We partnered with the NO MORE Foundation and The Commonwealth to launch a bold new platform at the United Nations General Assembly.Rooted in the belief that silence enables abuse, we created a global call to action that urged institutions, leaders and individuals to “JoinTheChorus”. Fronted by FKA twigs, the campaign gave voice to those affected and turned a private issue into a public issue that we can all be part of solving.
adidas FW25
< No More
Styling subcultures across key cities
For the next season of Lightblaze, we created an elevated, styling-led lookbook that spotlighted unique subcultures in London and LA. Featuring American actress Xochitl Gomez and her circle, we built a FW25 campaign narrative shot by photographer Imogen Barron. The work landed strongly across global markets whilst building clear style credibility into the franchise.
“GentleForces pushed Lightblaze into new territory, crafting a lookbook that didn’t just show style, but showed who it belongs to. From LA to the energy of London, they built a narrative that felt both hyper-local and globally resonant.”
Emily Chang, Global Brand Communications Director, adidas Sportswear
042 Campaign_Jack Wolfskin FW26_2025
041 Innovation_adidas_Ongoing_2025
040 Transformation_Jack Wolfskin Global Brand Platform & Launch_2025
039 Innovation_Jack Wolfskin Sustainability & Innovation Visual System_2025
038 Innovation_Jack Wolfskin Sustainability & Innovation Strategy_2025
037 Strategy_Jack Wolfskin 2026 Marketing Strategy_2025
036 Creation_adidas Sportswear FTW FW25 Launch_2025
035 Strategy_Monki Brand Strategy & Platform_2024
034 Strategy_Weekday Universe Marketing Strategy_2024
033 Design_Weekday Universe Brand Design System_2024
032 Strategy_Weekday Universe Brand Vision, Strategy & Architecture_2024
031 Campaign_adidas Sportswear FTW SS25 Lightblaze Launch_2024
030 Strategy_adidas Sportswear FTW Consumer Research_2024
029 Strategy_adidas Sportswear FTW Franchise Strategy_2024
028 Innovation_Hugo Boss 2030 Retail Space & Experience_2024
027 Strategy_Concept_Jack Wolfskin FY2025 Strategy & Concept_2024
026 Design_Jack Wolfskin Brand Design System_2024
025 Design_Jack Wolfskin Brand Book & World_2024
024 Strategy_Jack Wolfskin Category Positionings_2024
023 Strategy_Jack Wolfskin Brand Vision & Strategy_2024
022 Campaign_Jack Wolfskin FW24 3in1 Campaign_2024
021 Campaign_Jack Wolfskin SS24 Bike Campaign_2024
020 Strategy_Jack Wolfskin Global Target Mindset_2024
019 Design_Peloton Visual Direction Brief_2023
018 Strategy_Peloton Brand Strategy_2023
017 Creative_Plant Pensions Visual Storytelling_2023
016 Innovation_Plant Pensions Product Innovation & Partnership_2023
015 Design_WaterBear Brand Design System_2023
014 Strategy_WaterBear Brand Strategy & Platform_2023
013 Innovation_H&M Multibrand Innovation Project_2022
012 Campaign_H&M Move Explore Campaign Launch_2022
011 Campaign_H&M Move Dance Campaign Launch_2022
010 Creation_H&M Move Global Brand Platform & Launch_2022
009 Strategy_H&M Move Talent Strategy_2021
008 Campaign_NO MORE Global Brand Campaign_2021
007 Strategy_NO MORE Brand Strategy_2021
006 Strategy_H&M Move Go-to-Market (GTM) Strategy_2021
005 Strategy_H&M Move Planet Strategy_2021
004 Strategy_H&M Move Global Community Strategy_2021
003 Innovaton_H&M Move Product Technology Trademarks_2021
002 Design_H&M Move Brand Identity & Design System_2021
001 Strategy_H&M Move Brand Vision, Strategy & 2030 Playbook_2020/21
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GentleForces is a practice for strategy, craft and innovation that has built and transformed brands on a global stage in culture-defining categories across sports, fashion, lifestyle, health and wellness. Partnering with progressive teams to invent, build and shape iconic brands. We embrace chaos and order to bring a fresh perspective, create momentum and shift brands into new spaces, whether it’s launching something new, repositioning something established or reimagining how you show up.
Practice with us: hello@gentleforces.com
Partner with us: nathan@gentleforces.com
1 Canvas House, Queen Elizabeth Street, London SE1 2NL
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