A product launch campaign for HUK’s Waypoint Hoodie, built around a sustainability story rooted in performance. Made from REPREVE fibers derived from ocean-bound plastic bottles, the campaign connected product innovation to environmental purpose through the tagline “Shirts. Not Shores.” The work spanned campaign design, retail packaging, sustainability infographics, and promotional materials, and was amplified through HUK’s title sponsorship of the Academy Bassmaster Classic. The campaign demonstrated how a functional product story, told with the right design and messaging system, can drive both brand affinity and consumer action.