Fight Division

The Lifestyle Collection

About

Overview

Fight Division brought us in to direct and produce the full content launch for their new lifestyle range, starring UFC fighter Christian Leroy Duncan across a phased social campaign and brand film.

Fight Division were launching a lifestyle collection spanning hoodies, t-shirts, vests, and tracksuit bottoms. They needed content that could tease the range, showcase it fully, and carry a storytelling thread across the campaign. The brief called for a cohesive brand presence that felt true to the combat sports space while positioning the collection clearly outside traditional fighting apparel. We handled the full content direction: strategy, briefing, production planning, and on-the-ground execution with a streamlined team of a creative strategist, a director and camera operator, and a supporting cam op.

Info:

Year:

2026

Scope:

Brand Strategy and Content Production

Category:

Strategy

Production

Our Strategy

Credibility Before Product

Our research pointed to one consistent truth in the combat sports space: authenticity is a primary consumer driver, and trust is earned through credibility rather than advertising. We identified that 88% of consumers in this space trust recommendations over traditional brand messaging, and that audiences are acutely sensitive to whether a brand genuinely understands the culture it is entering. From that, the approach was clear. The campaign had to be built around real fighters, real environments, and real product use so that the lifestyle collection landed as something practitioners would actually wear, not something marketed at them.

The Outcome

A Phased Launch

The campaign ran in three stages. A teaser film opened the conversation, foregrounding environment and atmosphere over product to build trust and generate early engagement across Fight Division's socials. Product renders and a carousel of photography and videography followed, giving consumers a closer look at the collection in context. The campaign closed with a cinematic brand film starring Christian Leroy Duncan, storytelling-led and full product, designed to carry the audience from interest through to conversion.