National campaign & relaunch
Just as Nike would later popularize running, Jantzen made swimming a national sport in the 1920s through 1960s. Sporty yet feminine, the brand became iconic of the era—and then languished.
Decades later, Plazm was selected to create a new identity and multi-pronged national relaunch campaign that functioned across demographics and categories. We connected Jantzen’s history of innovation to an appreciative younger audience, retaining heritage attributes and establishing the brand’s new line for men.