The Astro Fleece became the hero product behind Sidemen Clothing's shift from creator merch to a fashion brand. Across multiple campaigns, I led the creative and marketing strategy, combining fashion-led content, influencer marketing and social media to reach a new audience. With just 15 minutes to shoot with the Sidemen, we made the most of every minute, brought JME into the campaign to broaden its appeal and revived one of KSI's most iconic characters for a skit, helping drive thousands of early access sign-ups, with over 60% of orders from entirely new customers and seven consecutive sell-out colourways.