Challenge
Audimas, a long-standing Lithuanian leisure and sportswear brand, has strong brand recognition, especially among the older generation with fond memories from its 90s popularity. Despite this, the challenge was to identify a shared value that unites people of different generations and broaden Audimas’ target audience.
Positive Impact
Each year Audimas creates a national collection for athletes representing Lithuania abroad. But could every resident embody the spirit of the country?
We believe that every individual, regardless of their role, contributes to Lithuania through their ideas and actions. Hence, the new “VARDAN TOS” (“In the Name of It”) collection, named after the Lithuanian national anthem, aimed to symbolize unity and inspire positive acts. The collection featured labels emphasizing that positive thoughts and acts of the wearer can contribute to the well-being of the country and its residents.
The brand’s higher purpose also served as inspiration for a philanthropic project. Audimas rewarded individuals who made significant contributions to mitigating the impact of the pandemic.
