G-STAR presents the new brand campaign ‘Balancing the Blues’ with Irish gymnast and Olympic champion Rhys McClenaghan on GoSee, who presents the G-STAR Fall 2024 collection from atop a pommel horse. The result is a powerful combination of rhythm, movement, art – and, of course, denim.

“One of the core elements of G-STAR is the idea of surprising and unexpected combinations. We like to do things that are different and provocative. And we love to collaborate with the best talent to do so. We are absolutely thrilled that Rhys McClenaghan has partnered with us, and his recent Olympic win is a testament to his exceptional athletic skills and relentless discipline,” says Gwenda van Vliet, Chief Brand Officer & Chief Creative Officer of G-Star RAW.

The campaign is yet another example of G-STAR’s commitment to unconventional collaborations, working together with the world’s best talent from various areas – while continuing to push the envelope creativity-wise with the denim specialist’s signature artistic style.

Rhys McClenaghan is a pioneer, wunderkind and acclaimed gymnast from Ireland. He’s been a high-flyer from the very beginning – winning his first medal already as a young child. Meanwhile a two-time world champion and gold medalist at the Paris 2024 Olympics, he is known for his perseverance and resilience. “I’ve always seen gymnastics as a form of art, much like fashion. Collaborating with G-STAR is an exciting opportunity to make these two worlds one. The idea of performing gymnastics in denim is something I’d never imagined, but it’s a perfect fit,” says Rhys McClenaghan.

Creative mastermind behind the campaign is Joris Kuijpers. After working as executive creative director for DDB, he founded The Family Amsterdam in 2019, with which he realized successful campaigns as CD for G-STAR with Snoop Dog, Cara Delevingne or Burna Boy, the King of Afrobeats, among others. This summer, Joris founded his new agency, longstoryshort, with which he will provide his services to fashion clients in the future.

CREDITS

Agency longstoryshort

Creatives Joris Kuijpers & Tamara Pruis

Producers Vanessa Janssen & Fione van Wijk

Gymnast Rhys McClenaghan

Photographer Rob Rusling

Production Company Stink Films

Director Felix Brady

DOP David Foulkes

Executive Producer Blake Powell

Producer Maddy Perkins

Stylist Alexander Gabriel

Music Ambassadors Berlin

Sound Design Public Audio

GoSee longstoryshort.today & G-STAR