Rhone CMO on marketing at an inflection point for the apparel brand

Insight summary

• •Rhone launched a new campaign, “A Love Letter to NYC,” shifting from performance marketing to brand building.
• •The campaign reflects everyday life beyond athletics, featuring a 30-second video inspired by 1990s New York rom-coms.
• •Rhone divides its product line into move, play, and live, highlighting all in the campaign without gym or fitness scenes.
• •Media for the campaign is handled by Kepler Group, Rhone's first media agency of record as of 2025.
• •The campaign runs across multiple channels including linear TV, social, print, out-of-home, and retail activations.
• •Rhone has expanded retail and wholesale growth, including partnerships with Bloomingdale’s, LPGA, and NBA.
• •The brand integrates mental and physical health awareness through athlete partnerships and its 12 Pursuits framework.