Particl Awards: Q4 Top Ads
This fall, two campaigns demonstrated that exceptional advertising results come from strategic alignment, not just reach or budget. Mott & Bow's "MVP of Jeans" campaign repositioned denim as everyday performance gear with a single-minded message that scaled across channels. SKIMS' NIKESKIMS collaboration merged two powerhouse brands' complementary strengths. Both campaigns delivered sustained sales performance well beyond initial launch windows. Here's what made them work.
MVP of Jeans: Mott & Bow
Founded in 2014, Mott & Bow made a name by offering premium denim at a direct-to-consumer price point. Over time, the brand expanded into elevated basics, but denim remained its core identity. The "MVP of Jeans" campaign re-centered that identity with a fresh metaphor: what if jeans were treated like elite athletes?
The short-form video ad presented the jeans as the "Most Valuable Pair" - consistent, high-performing, and always game-ready. Clean editing, minimal dialogue, and subtle humor made the message land across TV, YouTube, and Meta ads.
Quick Campaign Snapshot
- Campaign Launch Date: October 21, 2025
- Theme: Denim as essential daily performance gear
- Hero Product: Crosby Jeans
- Channels: TV, YouTube, Instagram, Meta Ads
Sales Performance
Crosby Jeans showed strong performance throughout October, with daily units sold peaking at 123 units on October 26th and a notable spike to 104 units on October 20th, the day before the campaign launch. The campaign successfully drove sustained interest in the product through October.
Top products for October were led by the Classic Tee (40.7%), followed by Comfort Chino Pants (32.9%), with denim styles Crosby Jean (14.8%) and Mercer Jean (11.6%) rounding out the lineup. Notably, Classic Tee sales were boosted significantly by the campaign's efforts to drive traffic to the site, amplifying demand for this hero product. Tees and chinos outperformed jeans for the period, showing strong attachment for non-denim categories.
Creative Strategy
The "MVP of Jeans" campaign leaned into a clean, minimal aesthetic. The ad featured quick transitions between different lifestyle scenes - from home office to coffee run to weekend walk - showing how one pair of jeans fits every scenario.
The video didn't rely on narration. Instead, it let the visuals do the talking. A final callout positioned the jeans as "Your Most Valuable Pair," supported by a simple CTA: "Put them in the game."
Distribution spanned:
- National TV (select streaming channels)
- YouTube pre-roll
- Instagram + Meta retargeting
- Email follow-up with product bundles
Why It Worked
- Single-minded message: Framing the jeans as the “Most Valuable Pair” gave the product identity and memorability
- Omnichannel distribution: The creative was built to scale across channels - from TV to short-form social
- Utility meets aspiration: The ad conveyed both everyday comfort and elevated confidence
Mott & Bow proved that strong product alignment still wins - even in a market saturated with lifestyle branding. The real MVP was the execution.
NIKESKIMS: SKIMS
Founded in 2019, SKIMS built its reputation on ultra-flattering silhouettes that cater to a wide range of sizes and skin tones. The brand became synonymous with everyday elegance and comfort. Meanwhile, Nike has long dominated performance apparel with technical fabrics. The NIKESKIMS collaboration, launched September 26, 2025, merged these two strengths: SKIMS' aesthetic excellence with Nike's performance technology.
The campaign positioned the collection as a new system of dress - pieces that look good at all times while delivering the performance materials athletes demand. Multiple shoots showcased different aesthetics: expansive gyms, intimate studio settings, and real-world moments featuring brand ambassadors, athletes, and user-generated content. The tagline emphasized the dual promise: "innovative, ultra-flattering silhouettes that sculpt as well as they perform."
Quick Campaign Snapshot
- Campaign Launch Date: September 26, 2025
- Theme: Beautiful aesthetics meets performance materials - look good at all times
- Hero Product: NikeSKIMS Collection (Soft Lounge Long Slip Dress, Boyfriend Boxer)
- Channels: Instagram, YouTube, Meta Ads, TikTok, Email, Website banner
Sales Performance
The NikeSKIMS collection showed strong initial performance following the campaign launch on September 26, with daily units sold reaching a peak of 1,762 units on October 3rd and another strong day of 1,724 units on October 2nd. Sales remained elevated through mid-October before tapering later in the month, with the collection generating consistent sales throughout the campaign period.
NikeSKIMS Collection Daily Sales
Percent of total NikeSKIMS Collection sales (September-October 2025)
The NikeSKIMS MATTE MOCK NECK FULL ZIP JACKET emerged as the top-selling product in the collection, demonstrating consistent sales performance throughout the campaign period. Even after the initial launch hype subsided in late October, the jacket maintained steady sales, showing strong staying power beyond the peak campaign window.
NikeSKIMS Matte Mock Neck Full Zip Jacket Daily Sales
Percent of total sales for top product (September-October 2025)
Creative Strategy
The NIKESKIMS campaign leveraged a multi-faceted visual approach with several distinct aesthetic treatments. Different shoots showcased the collection across varied settings - from expansive gym spaces to intimate studio environments - creating a rich visual narrative. The creative mix included brand ambassadors, professional athletes, and authentic user-generated content, reinforcing the collection's broad appeal.
The messaging centered on the unique value proposition: what no other brand could deliver. Nike brought its performance materials; SKIMS contributed its body-positive ethos. Together, they created a new system of dress for the modern consumer who wants both form and function.
Distribution spanned:
- Instagram (video ads and posts)
- YouTube
- Meta Ads
- TikTok
- Email campaigns
- Website banner promotions
Why It Worked
- Strong narrative: The collaboration between two powerhouse brands created a compelling story - each brand bringing its signature strength to create something neither could achieve alone
- Great timing: Launched at a moment when consumers are seeking versatile, multi-functional pieces that blend fashion with performance
- Visual identity and brand equity: Both Nike and SKIMS have built powerful visual languages and brand recognition, amplifying the campaign's reach
- Product-channel alignment: The campaign leveraged channels where both brands' audiences are highly engaged, from Instagram to TikTok to email
- Something unexpected: The collaboration brought together two brands from different segments of the market, creating intrigue and buzz that drove discovery
The NIKESKIMS campaign demonstrated the power of strategic collaboration when both brands bring distinct, complementary strengths. By combining SKIMS' aesthetic innovation with Nike's performance heritage, the campaign created a collection that felt both familiar and groundbreaking. The 48% sales lift - potentially underreported due to quick sellouts - proved that when two strong brands align around a clear value proposition, consumers respond decisively.
Key Takeaways
Both campaigns demonstrate that exceptional advertising execution isn't just about reach or budget - it's about strategic alignment. Here's what made these campaigns successful:
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Single-minded positioning wins: Both campaigns centered around clear, memorable concepts - "MVP of Jeans" and the collaboration narrative - that gave products distinct identity in crowded markets
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Strategic channel distribution amplifies impact: Neither campaign relied on a single channel. Mott & Bow scaled from TV to social, while SKIMS leveraged the full spectrum from Instagram to TikTok to email, ensuring consistent messaging across touchpoints
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Strong staying power beyond launch: Both campaigns generated sustained interest well after initial peaks, with top products maintaining steady sales even as overall campaign momentum shifted - proof that well-executed creative drives ongoing engagement
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Product-channel alignment matters: Each brand leveraged channels where their audiences are most engaged, ensuring creative resonated with the right consumers at the right moments
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Collaboration amplifies strengths: When brands bring complementary assets - like SKIMS' aesthetic innovation paired with Nike's performance heritage - the result can create something genuinely new that resonates broadly
The common thread? Clear strategy executed consistently. Whether repositioning a core product or launching a groundbreaking collaboration, these campaigns prove that sharp creative still delivers results in an increasingly fragmented media landscape.