Submitted by 22 IMPACT

Himra, Urban Streetwear Editorial

22 IMPACT cast the model Josh for Berghaus and Footasylum on a Manchester product shoot the agency reports delivered 2M combined social reach across talent posts and paid distribution.

2M combined social reach across talent posts and paid distribution on instagram and tiktokcombined social reach
2M estimated video views across YouTube and streaming platforms for emerging UK rap releaseestimated video views
2Mimpressions
2M IMPRESSIONSimpressions

Case in 60 seconds

Berghaus is built on mountain and outdoor performance, while the range in question was stocked at Footasylum for a youth streetwear audience, so the launch imagery had to carry technical product into an urban register.

The campaign appears to turn on the reading that technical outdoor kit earns credibility with a streetwear audience when it is shown somewhere that audience recognises, because the setting rather than the garment does the translation.

The organising thesis was to place a performance outdoor range squarely in a hard urban context and let one model carry it, shooting on an industrial scaffolding structure in Manchester rather than in landscape.

22 IMPACT cast Josh as the sole model, negotiated rates and confirmed the booking, managed contracts and usage rights, coordinated travel and accommodation, briefed him before the shoot and handled usage extensions and renewals; the imagery then ran in store and across social media on instagram and tiktok.

22 IMPACT reports 2M combined social reach across talent posts and paid distribution on instagram and tiktok, alongside the campaign imagery running in store at the launch of the collection.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Footasylum's youth-facing audience for streetwear and technical outerwear in the UK market.
Berghaus carries mountain and outdoor performance heritage while Footasylum sells to a youth streetwear audience, so the work had to hold both readings at once rather than let the outdoor association sit awkwardly on a street facing retailer.
Based on the available evidence, the brief covered a range already stocked by a retailer rather than a brand launch, which means the imagery had to serve an in store and social launch of product sitting inside somebody else's mix.
Footasylum supplies the context that reframes the Berghaus range, with the retailer's audience rather than the outdoor brand's own following setting the terms of the casting and the location.
The page suggests a youth streetwear audience reads technical outerwear through the person and the place it is shown in, so a lean, athletic model on scaffolding establishes wearability in a way product detail alone would not.

Creative & Execution System

Assets & channels

  • Digital
  • Instagram
  • Paid
  • Social
  • TikTok
  • YouTube

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Josh — creator
  • Sofi M — creator

Results & Evidence

MetricValueResult type
combined social reach2M combined social reach across talent posts and paid distribution on instagram and tiktokreach
estimated video views2M estimated video views across YouTube and streaming platforms for emerging UK rap releasevideo_views
impressions2Mimpressions
impressions2M IMPRESSIONSimpressions

Why 22 IMPACT's strategy worked

  1. 1

    Casting a single model rather than a group concentrates a launch around one recognisable presence, which suits a stocked range that needs to read as wearable in a particular setting rather than demonstrated across a cast.

  2. 2

    Where an outdoor performance brand sells through a streetwear retailer, location choice carries the repositioning, because an industrial urban backdrop reframes technical product without altering the product itself.

  3. 3

    A reach figure that combines talent posts with paid distribution rewards booking talent who post, since one casting decision then supplies both the campaign imagery and part of the distribution behind it.

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