5.11 | “Your Mission. Your Rush.”

STRATEGY // CREATIVE // PRODUCTION // RETAIL & ECOMM // SOCIAL CONTENT

5.11 isn’t just a maker of insanely functional, durable apparel for first responders, they also have the most legendary line of bags and backpacks out there. In our continued effort to help our 5.11 partners open the lifestyle aperture of the brand while still curating its tactical legacy, we helped build a multi-channel strategy to elevate their line of Rush backpacks. This work positions them as a gateway to a world of apparel and gear purpose-built for those who live with purpose. Duties included an anthem film, a massive new library of photography, as well as a host of in-store creative.