Case Study: Concepts and Copywriting for Compressport

Our work with the pioneering sportswear brand

Compressport is a super-progressive sportswear company based in Geneva. What they do can’t really be summed up in a quick article like this, but to keep things brief, they apply cutting edge science to their wares, creating running and cycling gear that’s far beyond just light or comfortable. 

Their calf compression sleeves are particularly revolutionary, helping to keep blood pumping and legs feeling fresh during some of the most arduous races on the planet (and earning a fair few podium places in the process). 

These clever products are crammed with ingenious details, which means that whilst there’s plenty to talk about, it’s easy to get bogged down in technical jargon when writing about them. That’s why Compressport got in touch with us—asking for our help with creative concepts and copywriting to speak to both seasoned athletes and weekend warriors alike.

The Brief

We were tasked with creating the overarching concepts for products like their R2V3 Sleeves, Thunderstorm Jacket and their Ultrun Pack, drumming down all those unique features and details into a singular theme that we could then carry through the copywriting on everything from social media posts to landing pages. 

Concept is Key

A strong concept makes a big difference to a campaign. Nail it, and the rest should follow on naturally. For the RSV3 sleeves, the brand’s next generation of compression sleeves, we honed in on the idea of how seemingly small details can make a big difference, with the tagline ‘Micro Gains, Macro Results’. 

This concept ran through our content, with the copy focussing on the ingenious details of the sleeves, and the big effects they’d have on performance over a sustained amount of time.

Another concept we were proud of was that of the Thunderstorm Jacket, with the tagline, ‘Let It Rain’ highlighting the super-lightweight jacket’s waterproof nature. Playing with the idea of ‘There’s no such thing as bad weather’, we hammered home the technical features of the jacket in an approachable, readable way. 

Tone of Voice: Technical Doesn’t Have To Mean Illegible

Tone of voice is important. For Compressport, the voice needed to be coming from people who understood the product, and understood the people who’d be using them. As keen runners and cyclists ourselves, we knew the kinds of minor details that you can end up obsessing over when you’re trying to get a better time, and the kind of mind-games you can play to keep going.

We also needed to make sure we struck the right balance between readable and informative,  tackling the potentially mind-boggling tech that makes Compressport products so unique in a way that’s easy to understand. 

It wasn’t a case of dumbing it down or speaking ‘in layman’s terms’, but rather breaking down the whats and whys of the designs. Runners know their stuff, and spend a lot of time reading up on the finer details of their gear, so it was crucial we covered the technical stuff—like the Schmerber rating of their jacket—whilst also explaining why this mattered out in the real world. 

A Smooth Landing: Creating Landing Pages People Would Actually Look At

We created the formats for landing pages which would work as information hubs for the new products—constructing wireframes that incorporated videos, photography, copywriting and headlines to show why these items were special. 

For the R2V3 sleeves—which were offered in three versions (for cycling, trail running and all-round activity), the landing page served as a jump off point for the whole collection—with an initial introduction to the range which would then inspire the customer to read more by clicking into the separate pages.

To help create these, we constructed wire-frame layouts—making sure the right information was in the right place and all assets were shown to their full potential.

And because it’s no good having a landing page if there’s no way for anyone to land there—we created engaging newsletters and social media copy which pointed people to the page. Snappy subject lines and engaging calls-to-action meant that our emails and social media posts stood out from the noise and they got people wanting to know what the new Compressport designs were.  From concept to copy, we had it covered.

Need a hand with content and copywriting? Get in touch.