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The partnership between Y-3 and Virgin Galactic offered the ideal opportunity to re-assert the heritage messaging of Y-3 as THE original sport-style brand whilst raising its profile to a wider audience
We took hand-selected editors on a once in a lifetime experience – a private journey from the Virgin Galactic development facility in Mojave to Spaceport America to be the first in the world to see the prototype flight suit- delivering extended editorial across three key media sectors: design, style and tech.
A raft of powerful content, including a launch film, imagery and cinemagraphs, delivered widespread global coverage. All content was all underpinned by a central creative identity of fusing space, light and shade, presenting the story in a visually compelling way whilst providing creative consistency across assets.
Media sentiment around the announcement was overwhelmingly positive, with many leading titles referencing Y-3 as the only brand capable of such a forward-thinking partnership.
270+ pieces of editorial coverage, from titles including VOGUE, WWD, GQ, New York Times, Dezeen, Design Boom, Mashable and Esquire
34 markets generated coverage
3,015,527,1961 combined circulation of coverage
3 target media partners – PSFK, Wallpaper* and Hypebeast – each publishing extended earned editorial across online and social
6 page print piece in Wallpaper*, featuring expansive brand content and multiple brand references
90,000,000 social media impressions generated through over 19,113 mentions from platforms including i-D, BBC, Yahoo and CNN