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Web Exclusive | May 2019

Spykar launches athleisure denims – GYMJNS

Summer just got hotter as Spykar, India’s leading fashion denim brand, launches a new range of athleisure denims, GYMJNS. This is slated to be the next evolution in denims as it offers a four-way dynamic stretch and ergonomic construction, making it the first-ever denim that can be worn for  workouts. Keeping in mind the demand for something cool, durable and versatile to match the fast-paced life of a millennial; this is a perfect denim for the gym and outside too!

By offering the user unrestricted freedom of movement, Spykar GYMJNS are designed for the outrageously stylish fitness enthusiast. Available in 18 styles for men and women, this denim is ideal for those who like to pack their day with many exciting things including workouts. These pair of Spykar GYMJNS are super comfortable and stretchy with a great fit and sporty styling. Matching the products features, the campaign tagline #BeExtraa communicates with the target audience which is millenials.

Sanjay Vakharia, CEO of Spykar Lifestyle, said, “Millennials are time-conscious, ambitious, and always on the go. They love sharing everything they do and want versatility and utility in what they use. With Spykar GYMJNS, they can now seamlessly move from active to leisure to fun, without having to change their outfit.”

These stylishly cool fashion denims with four-way dynamic stretch and ergonomic construction include styles with zippered pockets, drawcords, typography  side seams, elasticated waistbands, reflective tape details, sporty fits amongst other smart detailing.

A TVC to introduce GYMJNS!
The TVC highlights the fun and extra side of the millennial lifestyle. Matching the product features, the campaign tagline #BeExtraa strikes a chord with the youth of today in their lingo.

The advertisement shows anathletic young man entering the gym wearing denims and the girl at the front desk takes notice and exclaims a that he is wearing jeans in the gym! He proves his point that he is as flexible in his GYMJNS as anything else and shows off his moves with a dash of being extra. Finally, the girl who has been observing him in the gym is charmed by his moves and enters the frame to reveal that she is also wearing a pair of Spykar GYMJNS as sheshows her final move with a perfect leg split.

SaisangeetaIsrani, General Manager – Marketing, Spykar Lifestyle, said, “Millennials are time-conscious, ambitious, and always on the go. They love sharing everything they do and want versatility and utility in what they wear. With Spykar GYMJNS, they can now seamlessly move from active to leisure to fun, without having to change their outfit.”

The campaign has been launched across all key digital platforms as well as traditional medium and is already triggered an overwhelming conversation amongst the denim buyers.
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