Repositioning for generational growth

Context

After ten years as a men’s‑only apparel brand, Rhone introduced womenswear for the first time. Its masculine identity required repositioning and rebranding to transition into an inclusive brand united under the purpose of mental fitness.

Connection

IMA evolved Rhone’s visual and verbal identity across all consumer touchpoints and aligned brand expression with the retail experience. Post‑launch, IMA drove new customer acquisition through Rhone’s first ATL campaign, supporting NBA and LPGA sponsorships featuring Kevin Love and golfers Lilia Vu and Lauren Hartlage. Ongoing seasonal launches and an always‑on social strategy fuelled sales growth. Through stakeholder workshops, IMA redefined the brand identity model, laying the DNA for a generational relaunch.

Impact

• 46% Growth in wholesale
• 21% YOY growth
• 50% - in customer acquisition cost

We view IMA as a true partner guiding the transition to a brand for everyone.

Nate and Ben Checketts - Founders