- Winter 2026
- SCAD, GA
Market & Audience Analysis -
Strategic Brand Repositioning
Integrated Campaign Ecosystem
Problem: Prince is known for performance and heritage, but that legacy alone doesn’t make the brand feel relevant to how Gen Z and Millennials experience sport and culture today.
Insight: Gen Z and Millennials connect with brands that feel current and relevant to their culture and everyday lives, not just brands known for heritage and performance.
Solution: Build stronger cultural relevance and emotional connection by repositioning Prince around authentic storytelling, shifting the perception of winning to reflect how people experience it in everyday life.
This campaign introduces a new perspective on winning. Centered around the idea “Be a Winner,” it celebrates confidence, individuality, and the everyday moments that define success beyond the scoreboard. The concept connects Prince’s heritage in racquet sports with contemporary culture through a brand film, social strategy, and a multi-platform campaign rollout designed to reconnect the brand with a new generation and strengthen its cultural relevance today.