The athleisure category is one that has only surged in popularity in the midst of lockdown. With many businesses working from home until early next year a more casual fashion aesthetic is on the rise. But it's not just a look; lockdown has also given rise to the at-home workout, whether that’s streaming a workout video or even joining a virtual class.

But, as LNDR found out, the activewear market is littered with leggings that fall down, sports bras that don’t support or material that sags. For the brand’s latest campaign, created by Brave, LNDR decided to tell the “sweaty, crotch-y truth.”

The team ran a series of polls on Instagram to determine what women didn’t like about the category to source comments and real world views. The campaign then directly addressed those disappointments in an energetic slot.

The film cuts through the often used marketing slogans of live-laugh-love and namaslay that result in more eyes rolled than pairs of leggings sold. It points out the VPLs, the swamp crotches and camel toes that plague the legging industry. Instead, it showcases the durability and appeal of its own activewear, as the campaign’s stars move through squats, warrior poses and mountain climbers.

Across the market consumers look to leggings for different things, whether it’s to work out in them or simply sit comfortably through yet another Zoom call. What this campaign captures is the movement and reality of a live lived in activewear, offering an honest take on a category so saturated with empty marketing messages which fail to connect with the reality of consumer’s lives.