McGregor

Reviving McGregor New York's brand heritage

The Challenge

McGregor, founded in 1921 as America's first sportswear brand, faced a revival challenge after a tumultuous 2010s that saw store closures and decreased footprint. With 12 new stores opening in Belgium and Netherlands in 2019, the brand needed a recognizable visual language for in-store communication and social media that could re-establish their heritage while feeling contemporary.

Our Approach

The Idea

We established a strong NYC narrative by incorporating visual cues that reminded audiences of McGregor's legacy—using the iconic McGregor Tartan from their signature Drizzler jackets and René-Gruau-inspired imagery to communicate their American Sportswear pioneer status in a contemporary look.

Execution

Working with local cinematographers, we shot New York streets to create authentic NYC atmosphere for in-store content. Screens were placed around mannequins to bring New York inside every store. For social media, we refreshed the layout system based on the original McGregor Tartan, creating an instantly recognizable grid. Photography was inspired by René Gruau's 1950s McGregor illustrations.

Impact

Results

The new in-store content experience and social media creatives launched in early 2020, incorporating the iconic McGregor Tartan and NYC street footage.

Cultural Resonance

The visual language re-established McGregor's narrative as American Sportswear pioneers through recognizable heritage elements combined with contemporary execution.