Her Own Words Sport: Sportswear Launch Campaign

Background

Her Own Words, a Hong Kong-based lingerie brand, launched its SPORT line to address a significant gap in the local activewear market. The brand became Hong Kong's first to offer sports bras in 17 Asian sizing options, designed specifically to fit the body shapes and proportions of Asian women – a segment often underserved by international activewear brands that primarily cater to Western body types.

The SPORT line emphasised both performance and fit, offering professional-grade support across a wide range of sizes. To amplify the launch, Her Own Words partnered with Sammie, a member of the popular Hong Kong girl group Collar, to create campaign content that combined credibility, relatability and aspirational appeal.

Strategy & Execution

Campaign Strategy

Radiance positioned Her Own Words SPORT not simply as a new product line, but as a solution to a real and widely felt problem: the difficulty Asian women face in finding well-fitting, supportive sports bras. This problem-solution framing resonated strongly with editors and resulted in features that emphasised product innovation and consumer benefit rather than generic promotional messaging.

We leveraged the Sammie partnership to create a cultural moment, tapping into Collar's rising popularity and Sammie's appeal to younger, active Hong Kong women. Product seeding played a key role in the strategy, inviting journalists to test-wear the products and share authentic feedback in their coverage.

Key Activities

• ✓Two-phase PR campaign execution (April-May 2021 and September-October 2022)
• ✓News release drafting and distribution in Traditional Chinese
• ✓Strategic PR promotion and media pitching to fashion, lifestyle, fitness and women's media
• ✓Product seeding programme – journalists test-wearing sports bras and activewear
• ✓Media relations and follow-up to secure reviews, features and seasonal round-ups

Results

The strong media presence successfully positioned Her Own Words SPORT as a credible, locally relevant activewear brand with a clear point of difference, driving awareness and consideration among the target audience of active Hong Kong women. Coverage in premium fashion and lifestyle publications established brand credibility with aspirational audiences.