FIND THE RIGHT POSITION AND EXPLOIT IT: AYG had a great product, but no brand, no look, no feel, no position. After researching the performance underwear category, Milepost59 positioned AYG as “young, fun, and irreverent,” while every one of its competitors fought over older consumers in an earnest way. Our insight led to a distinct voice, a new look, and the “Overachieveies” campaign, emotionally connective brand storytelling that stands out. Executed in print, web, mobile, promotion, t-shirts, and tradeshow graphics.