CASE STUDY
Fit For Real Life
BRAVADA is a movement, not just a brand—one rooted in confidence, creativity, and the belief that style and strength go hand in hand. In a bold step forward, BRAVADA welcomed global icon Mel B as Creative Director and Trend Setting Coordinator. Known for her fearless energy and unapologetic voice, Mel B infused BRAVADA’s women’s athletica line with her signature edge—co-creating everything from product design and retail experience to brand identity and national expansion.
In partnership with SNA Communications, BRAVADA launched a full-spectrum campaign that brought its vision to life: a red carpet flagship store debut, immersive activations, culturally relevant talent collaborations, and a media strategy grounded in storytelling. The result? Kim Kardashian as an a partner and a celebration of everyday women who move with intention, live with purpose, and show up fully as themselves.
THEIR STORY
A Brand In Motion
BRAVADA was built on a simple but powerful idea: that women deserve activewear that moves with them—and moves them. Rooted in performance, elevated by design, and unapologetically bold, BRAVADA is redefining what it means to show up with confidence, both in motion and in life. Under the leadership of founder and CEO Danny Alex, the brand is growing from a single vision to a national community—one that champions individuality, inclusivity, and self-expression. The appointment of Mel B as Creative Director marked a defining moment in BRAVADA’s journey. A global icon with an instinct for impact, Mel brings fearless creativity and lived experience to the table—helping shape a brand that doesn’t just follow trends, but sets them. Together, they’ve built more than a collection. They’ve built a movement.
THE STRATEGY
BRAVADA was ready to evolve. With a growing footprint in women’s activewear and a flagship store set to open on Los Angeles’ iconic Robertson Blvd., the brand partnered with SNA Communications to turn its collaboration with Mel B into a high-impact cultural moment.
To position BRAVADA as a serious player in the athleisure space, we needed to craft a launch strategy that not only introduced Mel B as Creative Director but also translated her influence into long-term brand equity. That meant building a full-funnel approach—from brand storytelling and media strategy to influencer marketing and experiential events—that would elevate awareness, drive emotional engagement, and resonate across fashion, fitness, and entertainment audiences.
BRAVADA activated the SNA Team to:
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Introduce Mel B as Creative Director in a way that felt authentic and culturally relevant
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Elevate the brand’s presence in mainstream media and fashion markets
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Create a high-impact experiential launch to debut the flagship store on Robertson Blvd.
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Amplify Mel B’s voice and influence through curated media, influencer partnerships, and strategic storytelling
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Position BRAVADA as a serious national competitor in women’s fitness fashion
COURTESY OF NBCUNIVERSAL
THE SOLUTION
CHANNELS + SERVICES
SNA’s experts recognized the need to capitalize on the organic interest around the brand and ramped up Bravada’s paid search and social strategy with full funnel campaigns aimed at finding new prospects, retargeting engaged audiences, and upselling to previous customers.
SNA Communications led a comprehensive brand campaign that transformed BRAVADA’s moment of evolution into a full-scale cultural launch. Our team crafted a cross-platform strategy to introduce BRAVADA’s collaboration with Mel B and Kim Kardashian in a way that felt personal, powerful, and rooted in real-life momentum. From the screen to the street, every interaction was intentionally designed to elevate the brand’s identity, generate authentic excitement, built long-term emotional connection, and positioned BRAVADA as a rising force in the athleisure movement.
SNA then executed a 360° launch strategy that seamlessly tied together screen visibility with high-impact real-world engagement:
Brand Integration & Entertainment Strategy
At the center of our campaign was a seamless brand integration into Mel B’s STYLE NETWORK docuseries, Mel B: It’s a Scary World, produced by NBCUniversal and Hearst. Through multiple episodes, viewers followed Mel B’s authentic journey as she stepped into her role as BRAVADA’s Creative Director—from concept meetings and product development to the flagship store’s grand opening on Robertson Blvd. This integration not only amplified visibility but created emotional resonance by allowing audiences to experience the BRAVADA brand story through a trusted, empowering lens.
Strategic Celebrity Partnership
To build early momentum and position BRAVADA within the celebrity-fueled fashion space, SNA also leveraged a headline-making appearance by Kim Kardashian, who hosted the BRAVADA International Launch Party at The Whisper Lounge at The Grove in Los Angeles. The event generated red carpet buzz and premium media coverage across entertainment outlets and celebrity news platforms. Kardashian’s early alignment with the brand helped establish aspirational equity and mass-market visibility, laying the foundation for continued relevance in pop culture and fashion circles.
Strategic Communications
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Crafted a multi-layered brand narrative that aligned BRAVADA with Mel B’s empowerment story and Kim Kardashian’s cultural capital
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Produced a full suite of press materials, executive talking points, and editorial assets tailored to media across lifestyle, fashion, fitness, and entertainment
Experiential + Red Carpet Media
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Designed and executed two anchor events—the Kim Kardashian-hosted BRAVADA launch party and the flagship store opening—both drawing high-profile guests, media, and influencers
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Coordinated press access, media staging, and exclusive photo moments with Getty Images, celebrity weeklies, and fashion blogs for widespread pickup
Influencer + Talent Partnerships
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Onboarded a curated network of fashion, fitness, and lifestyle influencers to promote the collection across Instagram, YouTube, and emerging platforms
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Launched a series of organic and paid influencer content campaigns featuring Mel B and brand ambassadors during the lead-up to the store opening
Media Strategy + Placements
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Secured targeted coverage in top-tier digital and broadcast media, with feature stories and interviews across fashion, wellness, and entertainment publications
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Offered exclusive access and behind-the-scenes content with Mel B for earned media moments that drove interest and engagement
Through a deeply integrated strategy grounded in storytelling, cultural relevance, and high-impact visibility, SNA Communications positioned BRAVADA not just as a fashion brand—but as a lifestyle movement shaped by power, purpose, and personality.
DRIVING INCREASED REVENUE & GAINING MARKET SHARE
The partnership between BRAVADA and Mel B—amplified by SNA Communications’ strategic vision—delivered a breakthrough moment that positioned the brand as a rising force in the athleisure space. By integrating entertainment, fashion, and cultural storytelling, the campaign transformed BRAVADA from a niche label into a national lifestyle brand. The launch generated 188M+ online media impressions, 96.4M+ social media impressions, and 3.2M+ engagements across platforms, with a true reach of 24.6M+. Influencer activations yielded 120+ posts with an average engagement rate of 4.1%, while red carpet and experiential efforts drove 750+ in-person attendees and earned coverage in over 160 outlets, including E! News, People, InStyle, and Entertainment Tonight. The campaign not only captured widespread attention—it created a culturally resonant, scalable foundation for BRAVADA’s retail growth and brand evolution.
PERFORMANCE
188M+
96M+
3.2M
MEDIA IMPRESSIONS
SOCIAL MEDIA IMPRESSIONS
ENGAGEMENTS
24.6M
160+
120+
TRUE REACH
EARNED MEDIA
INFLUENCER POSTS
" Athletic and sportswear is a highly competitive space and partnering with SNA Communications was a game-changer for BRAVADA. Our SNA team leveraged a full-funnel strategy and marketing tools to ensure we saw significant results at scale. "
DANNY ALEX
FOUNDER & CEO, BRAVADA INTERNATIONAL
