More than gym wear: The website’s concept is based on four emotional worlds illustrating the label’s great versatility. Ranging from wellness clothing to serious workout outfits the different sections aim to help users to get into the desired mood of the moment: relaxed, easy, strong or fast. This conceptual approach is based on the notion that users should be able to feel how they want to feel through the right kind of activity, thus regarding sports as being more than just a lifestyle choice. The message of intelligent and integrated fitness is conveyed by the various worlds’ basic information on exemplary trend sports and matching outfits. The website’s design echoes the bipolar idea of experiencing the best of all worlds at a given time: Too relaxed? Then go for strength or fastness. This concept can be easily seen in each world’s version of the online game of Mouse Yoga where users can work out their hand muscles and reflexes according to the mood they go for.

Join the Beach: frequent updating and constantly changing voting and game options support brand loyalty and add a playful touch for recurrent users. Highlights include the “Feeling of the Day” statistical function which visually evaluates each visit to one of the four sections and the sound design by James Welburn (of Werbeweischer fame) emphasizing the different mood of each world.

Fork is responsible for concept, design, text and production of the image website. The flash-based image website is linked to the online shop which has been developed and implemented by Venice Beach in-house.