Hydrating a generation of otherletes.

To further hone in on our target demographic – not just teens, but teens who create – and bring new consumers into the fold, we were tasked to extend the mass campaign idea of Otherletes irl. Umm Otherletes? The movers and shakers of the non athletic variety.

So we took over Osheaga with the perfect home for artletes, musicletes, and photoletes to stretch their creative muscles: The Otherlete Dept. This fresh take on a classic gym was complete with a yard for influencer-led content and sessions, vitaminwater to fuel creativity, and even a misting shower to refresh post workout.