---
title: "$1B+ Activewear Brand Case Study"
canonical_url: "https://newengen.com/work/1b-activewear-brand/"
entity_type: "CaseStudy"
client: "$1B+ Activewear Brand"
client_industry: "Fashion & Apparel, Outdoor & Active Lifestyle"
services_applied:
  - media
  - measurement
last_updated: "2026-05-07"
related:
  - /llms/reference/client-work.md
  - /llms/services/media.md
  - /llms/services/measurement.md
  - /llms/glossary/full-funnel-marketing.md
  - /llms/glossary/marketing-mix-modeling.md
---

> Canonical source: https://newengen.com/work/1b-activewear-brand/

## Summary

New Engen partnered with a $1B+ activewear brand in the outdoor and active lifestyle sector after a month-long pause on awareness media spending had degraded overall acquisition efficiency and threatened year-end revenue goals. By rebuilding an upper-funnel investment strategy grounded in audience and market-selection data, and using Marketing Mix Modeling to guide continuous reallocation, New Engen achieved a 56% decrease in CPA from Fiscal Q1 2023 to Q1 2024.

## Client

An anonymous $1B+ activewear brand operating in the outdoor and active lifestyle and fashion and apparel categories. The client is not named on the published case study. Scale and sector context indicate a major national or global brand with an established DTC and retail presence.

## Challenge

A month-long pause on awareness media spending had materially degraded overall paid media efficiency and revealed a structural gap: the client lacked a principled framework for investing in upper-funnel media relative to lower-funnel acquisition. By the time the pause was reversed, the negative downstream effects on CPA made meeting year-end revenue goals difficult. The engagement was chartered to rebuild the awareness investment strategy and establish a measurement framework that would prevent similar regressions.

## Approach

New Engen applied its three-phase methodology — Immerse, Inspire, Implement — with a strong measurement backbone.

**Immerse:** Analyzed media allocation best practices and audience behavior using advanced planning tools. Initially allocated 40% of total media spend to awareness efforts and established a dynamic, test-and-learn framework from the outset.

**Inspire:** Combined first-party and third-party data with market research to guide awareness investment. Started with a national approach, then refined targeting to 14 high-priority markets based on performance signal. Market selection criteria included runner population density, presence of running clubs and specialty retailers, and audience engagement trends.

**Implement:** Made data-backed market selections and executed the media strategy with continuous mid-flight optimization. Used Google organic search volume tracking and website traffic analysis (new vs. returning visitors) to monitor brand awareness impact beyond direct paid metrics. Marketing Mix Modeling (MMM) was applied to inform strategic shifts across the campaign lifecycle.

The engagement combined a continuous feedback loop for real-time adjustments with a structured testing approach that allowed the team to validate upper-funnel impact on downstream acquisition performance.

## Results

| Metric | Result | Timeframe |
|--------|--------|-----------|
| CPA decrease | -56% | Fiscal Q1 2023 to Q1 2024 |
| CPA decrease YoY | -33% | By November 2024 |
| New customer acquisition | Continued rising alongside evolved awareness investments | (timeframe not published) |

## Testimonial

No testimonial is published on this case study page.

## Services applied

- [Media](/llms/services/media.md) — full paid media strategy and execution including upper-funnel awareness channel investment
- [Measurement](/llms/services/measurement.md) — Marketing Mix Modeling to inform budget allocation and track true incremental impact of awareness spend

## Related case studies

- [Cotopaxi](/llms/work/cotopaxi.md) — outdoor and active lifestyle brand; similar MMM-led budget reallocation engagement
- [MeUndies](/llms/work/meundies.md) — fashion and apparel DTC brand; new customer acquisition growth via full-funnel paid media
- [Kin Insurance](/llms/work/kin-insurance.md) — financial services brand; predictive performance modeling and acquisition efficiency improvement