Growing US performance lifestyle brand, Rhone, appoints IMA-HOME as inaugural agency partner

The appointment comes as part of Rhone’s growth strategy, with womenswear launching summer 2024

Global connected marketing agency, IMA-HOME, has been appointed as lead agency for US performance lifestyle brand, Rhone. Driven by a powerful ambition to blend physical and mental fitness, Rhone aims to create a space for like-minded, active individuals who invest in taking care of their body and mind. This is a pivotal moment in the brand’s growth story, as it is the first significant agency relationship the brand has invested in on its journey to becoming a global brand.

The win comes after a competitive four-way pitch with New York and Californian agencies. UK-headquartered IMA-HOME has eight global bases including New York, and the agency was chosen thanks to its global thinking, coupled with strong brand consultancy, integrated and retail experience creds. The work will span IMA-HOME’s entire agency offering, with brand consultancy remaining on the account indefinitely for true brand guardianship.

Nate and Ben Checketts, Chief Executive Officers and Co-founders of Rhone, comment: “We view IMA-HOME as a true partner as we enter a new phase in our business. 2024 will be a crucial year for us as we introduce our first women’s line, and we believe IMA-HOME and their expertise in brand marketing and real-world activations will help guide us in bridging the gap from being a men’s brand to a brand for everyone.”

The cross-Atlantic collaboration provides a distinct advantage for Rhone. Not only can teams optimize productivity by working over an 18-hour day, but there’s also a local vs global benefit. IMA-HOME’s Manhattan team provides local cultural context and insights, which are coupled with the capabilities of over 300 global experts in the UK.

The agency’s primary objective was to evaluate and enhance the current brand, which has traditionally catered to a male audience. This sets the groundwork for the forthcoming expansion into womenswear during the summer.

The Checketts elaborate: “We take a lot of pride in the community we have cultivated with Rhone. Beyond delivering exceptional products to men, we have developed a playbook that prioritizes community, balanced lifestyles, and mental fitness. Preserving this ethos is crucial as we venture into new markets and expand our audience. Leveraging IMA-HOME’s world-class expertise, local relevance, and scalable execution capabilities promises substantial business benefits. The message is clear: together, we form a stronger alliance.”

Rhone opened 10 stores in 2023 alone, for a total of 15 stores, and increasing bricks and mortar presence is a significant strategic pillar moving into 2024. IMA-HOME’s US base has strong creds in in-person retail experiences, with a portfolio that includes adidas, Dr Martens, Reebok and Tommy Hilfiger.

Mike Silver, US Managing Director at IMA-HOME, expands: “The Rhone win is an important step in IMA-HOME’s US integrated growth strategy, as it’s a real marriage of brand consultancy, integrated and retail experiences. We’ve shown we can seamlessly blend our teams to provide a significant point of difference for global clients, both in terms of wider agency service and from an authentic cross-geography point of view.

“Working directly with Nate, Ben and the rest of the senior team gives us a great opportunity to make a tangible difference on their rapidly growing business. We can really help to amplify their thinking and help make their vision a reality – from expanding into new markets, to making a real-world difference with community and mental fitness focus. We’re excited for what’s in store for 2024 and beyond.”

Work has already begun with IMA-HOME’s brand consultancy team to define and activate Rhone’s strategy. As the year progresses, the agency will continue to support Rhone across a number of areas, including creative communications, social media, retail experiences and exciting sports and influencer partnerships.

Source: IMA-HOME

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