Building on the EDGE brand identity, this project focused on developing a full-fledged marketing strategy to launch and promote the brand. I designed a campaign aimed at Gen Z and millennial athletes, including competitive analysis, content strategy, and key visuals for social media and digital ads. The campaign features a mix of motivational slogans, behind-the-scenes footage, and influencer tie-ins. Every visual and strategy element was designed to position EDGE as a bold and authentic athletic lifestyle brand.