Brand Campaign

As part of the brand's 2017 teamwear launch, Mitre developed Primero, a classic-inspired trainingwear range designed to challenge in a highly competitive apparel market. To promote this new brand innovation, a cross-platform creative campaign was required to support the launch, focusing on communication of range purpose, and user benefits of the products.


The Primero campaign was created using a reportage photography style, combining stripped back profile hero imagery, with close-up lifestyle shots to communicate the lifestyle purpose of the range.