Kmart
Fit is the new fashion campaign

Art Direction & Design: Masa Sato

‘Fit is the New Fashion’ was born from Kmart’s ambition to position itself as a true contender in the activewear space. At a time when performance wear was everywhere but often out of reach, Kmart set out to prove that style, function, and accessibility could go hand in hand.

I worked closely with the team across key creative touchpoints — from shoot direction to in-store point of sale and the campaign catalogue — to help bring this vision to life. The final look was bold and graphic, with desaturated figures set against vibrant, colour-blocked backdrops that made the product pop and the message clear.

The result? A confident, high-energy campaign that repositions Kmart in the category and proves that fitness isn’t just a routine — it’s a look.