The Getaway Collection Wasn’t Just a Collab—It Was a Full-Blown Brand Activation

When Fruit of the Loom and Southwest Airlines dropped their Getaway Collection, it wasn’t some quiet brand partnership—it was a full-blown brand activation that got everyone talking.

The idea? Take Fruit of the Loom’s comfort and Southwest’s flight-first energy and turn it into an actual product line that captured the joy of travel in wearable form. The result was a collection that hit all the right notes: nostalgic, utility-chic, Instagrammable, and surprisingly soulful.

And the industry noticed. This wasn’t just a LinkedIn flex—it made the rounds. Adweek, Trendhunter, Brand Innovators, Contagious, and AdAge all had something to say about it. (Spoiler: It was all good.) We knew we had a smart idea. The validation from every major marketing pub confirmed what we already believed—this wasn’t a gimmick, it was a cultural moment.

As part of the core creative team, I helped bring the campaign to life across visual storytelling, product staging, and rollout strategy. From refining product language to framing it in a way that would speak to both brand fans and travel lovers, I made sure the Getaway Collection wasn’t just seen—it was felt.

This wasn’t your typical co-branded moment. It was a lesson in how legacy brands can break the mold—and how a simple hoodie can turn into headline bait when you get the idea right.

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