Creating Impactful Campaign Merch: Les Mills’ ‘Be Imperfect’ Story
Les Mills’ “Be Imperfect” campaign challenges traditional fitness narratives, celebrating real people and their imperfect fitness journeys. Created in collaboration with the creative agency Motion Sickness, the campaign focuses on authenticity and inclusivity, encouraging people to embrace their flaws as part of their progress.
To take the campaign beyond digital platforms and gym walls, Les Mills worked with Print Room to produce custom merch: embroidered caps and screen-printed tote bags. These practical items served as tangible expressions of the campaign’s ethos, designed for real, everyday use.
A Proud Kiwi Legacy
Les Mills has been a cornerstone of fitness in New Zealand since 1968 when Olympic athlete Les Mills Senior opened the first gym on Victoria Street in Auckland. Over five decades later, the brand remains proudly New Zealand-owned, with 12 clubs nationwide and a mission to make humans fit for life.
From pioneering high-energy group fitness classes in the 1980s to leading fitness innovation today, the Mills family has shaped generations of Kiwis and taken the brand to the international stage. Their commitment to mental and physical well-being continues to drive their success.
The Campaign: A Celebration of Realness
The talented folk at Motion Sickness crafted the “Be Imperfect” campaign to highlight the messy, relatable side of fitness. Using real Les Mills members, the campaign shifted away from polished perfection, celebrating the sweat, setbacks, and resilience that define personal progress.
By showcasing real stories, the campaign created a more inclusive and empowering narrative, reminding gym-goers that fitness is about showing up, not achieving an impossible ideal.
The Role of Custom Merch
Merchandise plays a key role in turning a campaign’s message into something real—like a campaign’s plus-one, it goes wherever you go, quietly spreading the word. For the “Be Imperfect” campaign, the merch acts as wearable reminders of its ethos. By providing practical, high-quality items that people can use daily, merch helps extend the reach of a campaign beyond its original audience. Not just accessories, the Les Mills merch serves as a conversation starter, a daily reminder, and a way to keep the campaign’s vibe alive long after the gym session ends.
The caps, AS Colour Access caps, came in five colourways: Ecru, Khaki, Hazy, Atlantic, and Cypress—versatile shades that pair well with anything. Featuring the Les Mills logo on the front and the “Be Imperfect” slogan subtly embroidered on the left side, the caps keep things simple yet sharp. Designed for durability and comfort, they’re all about that bold, no-fuss vibe—just like the campaign itself. Perfect for smashing out a gym session or grabbing a coffee afterwards, giving Les Mills members a laid-back yet stylish way to back the campaign without breaking a sweat.
The tote bags, AS Colour Carrie totes, were chosen for their understated colour palette and everyday functionality. A white screenprint featured on petrol, khaki, and black totes, while a black screenprint stood out on cream totes. The bold typography maintained the campaign’s clean, minimalist aesthetic.
Printed with eco-friendly water-based inks, the totes are durable enough for gym gear and daily essentials. Functional and stylish, they allow the campaign’s message to move seamlessly beyond the gym floor.
Why Merch Matters
Custom merch isn’t just an add-on, it’s a key element in campaign activation. For “Be Imperfect,” the merch allows Les Mills members to align with the campaign personally, sparking conversations and spreading the message in everyday environments.
Our team worked closely with Les Mills to choose quality AS Colour garments and deliver merch that balanced style with practicality.
The result? Merch that does its job while making the campaign’s bold, authentic message impossible to miss.
Want custom merch that amplifies your campaign? Contact Print Room to get started.
