Rallee
Building a sports brand from the ground up to take on the category's giants. From brand identity and e-commerce to paid media, CRM, content and ambassador partnerships, a full 360 service that took a challenger brand from concept to growth in a fiercely competitive market.
Year
2025
Industry
Fashion & Apparel
Role
Brand, Content, Marketing, Web & Digital
Results
5x
Improvement in ROAS across year one
+135%
H2 vs H1 revenue, FY26
Challenge
Starting from zero, in a crowded category dominated by legacy sporting giants.
Rallee makes performance apparel for the new wave of tennis, padel and pickleball players, conceived by local racquet-heads on Byron Bay's community courts. It launched into a category dominated by legacy sporting giants, the definitive challenger brand. The ambition was clear: design clothes players actually want to wear on court and off, build a community around the game rather than just the gear, and compete on cultural relevance, not only product.
Rallee needed an agency that could build the brand from scratch, run e-commerce, and develop digital and experiential campaigns backed by a savvy media strategy to drive D2C sales. The real challenge was turning raw potential into a functioning brand with real revenue, real customers and real cultural weight.
Solutions
Brand Strategy
We built Rallee's identity from the ground up, from name, logo and brand guidelines to the visual language that gave a challenger the presence of an incumbent. Our brand work spanned brand design and strategy and the ongoing brand culture management that keeps Rallee consistent across every touchpoint.
We also led partner research and ambassador management, securing figures like Pat Rafter, Ash Barty and John Peers. Their Australian Open centre-court moment put the brand's latest collection in front of a global audience, giving a young challenger genuine cultural weight on and off the court.
Content & Creative
We produced the creative that brought Rallee to life, spanning copywriting, graphic design, photography and full pre-production and post-production for video. We directed and produced shoots that positioned Rallee as a lifestyle brand as much as a performance one, building a library of assets to fuel campaigns, social and the e-commerce store.
Marketing
We drove D2C growth through full-funnel Meta and Google media, from strategy and planning through to execution across paid social and search. We managed the community day to day and built customer data profiling to sharpen targeting and retention. Email and CRM ran through Klaviyo, turning first-time buyers into repeat customers and helping build a genuine community around the game.
Digital
We designed and built Rallee's Shopify store and optimised it to convert, delivering UX and UI design, web development and e-commerce optimisation. We handled SEO and set up reporting and analytics so performance could be tracked and improved over time, giving Rallee a D2C engine built to scale.
