The challenge was simple—but not easy. The goal wasn’t just to create another thing for a fitness bootcamp. No generic t-shirts, no throwaway hats, no cookie-cutter merch. It had to stand out. It had to grab attention. And it had to get people talking.

Why? Because in the world we live in, your brand needs to spark a conversation. Especially when you’re building a community.

So, here’s what I did: I created custom, hand-painted sneakers.

These weren’t just shoes—they were walking works of art. They embodied the bootcamp’s culture, its vibe, and most importantly, its

“Ohana” (that’s Hawaiian for “Family”).

And here’s where the coolness got turned up: every month, a pair of these sneakers became the coveted prize in an internal giveaway.

The result? Bootcamp clients became walking ambassadors for the gym. Every time they wore those shoes, they spread the message.

They sparked conversations. They made the gym’s culture impossible to ignore.

It wasn’t just about sneakers—it was about creating an asset that carried the brand beyond the four walls of the bootcamp and turned its members into its biggest advocates.

This became the winning formula for culture, connection, and standing out in a sea of sameness.