In its inaugural work as creative agency of record for off-price retailer Sierra, BarkleyOKRP launched a refreshing brand positioning campaign titled “Athletic to Athletish”. Voiced by actor Adam DeVine, the multi-channel push celebrates movement and outdoor activity for everyday people—rejecting the intense, hyper-competitive tropes typically associated with activewear marketing.

Instead of telling consumers they need to strive for an elite version of themselves, Sierra highlights that any form of movement counts, whether it's skiing and yoga or casual dog walks and casual fishing trips. By reframing off-price value as accessibility, the TJX Companies-owned chain establishes a distinct, inclusive space in the activewear category that prioritizes joy over perfection.

The campaign debuted across broadcast TV, CTV, digital video, audio, and social media, backed by high-visibility placements during major cultural events like the Olympics.

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