Growing WYN Republic Across AU & North America

The Challenge

WYN Republic is a triathlon apparel brand known for its high-performance gear and strong community-driven growth. Founded by professional triathletes Beth and Luke McKenzie, the brand built a loyal following through grassroots engagement, athlete sponsorships, and word-of-mouth advocacy.

While this organic foundation fueled success, scaling through paid media presented new challenges. Their campaigns lacked up-to-date best practices, and our assessment found that their ad spend wasn’t driving incremental revenue and was heavily focused on retargeting, and not focused enough on finding new customers.

To reach the next level, they needed a performance partner to refine their paid media strategy, expand into new audiences, and drive sustainable growth, not just in Australia, but as they scaled in the US market.

Digital Strategy

• Seasonal Campaign Planning – Reallocated budget around key product launches, peak training seasons, and BFCM to maximise high-intent moments.
• Strengthening Full-Funnel Paid Media Approach – Structured campaigns across prospecting, high-intent, and retention audiences with matching creative and messaging.
• Prioritising New Customer Acquisition – Shifted >70% of paid media budget toward acquiring net new users to fuel incremental growth.
• Enhanced Brand Positioning: Ensured all ad creative reflected WYN’s athlete-founded roots and premium, performance-driven positioning.

Platform Tactics

• Performance Max Overhaul – Restructured Performance Max to separate branded and non-branded traffic, ensuring better budget efficiency and non-brand growth.
• Expanded Non-Branded Search – Introduced broad match keyword testing & DSA campaigns to discover high-performing new queries.
• Shopping Feed Optimisation – Enhanced titles, descriptions and attributes to boost visibility and CTR in Google Shopping.
• Testing Broad Match with Smart Bidding – Used broad match + Target ROAS to improve and expand search discovery.
• Overhauled tracking implementation – Re-implemented Meta Pixel and GA4 Enhanced Conversions to improve attribution accuracy and campaign optimisation.

Creative Strategy

• Leveraged the Brand Narrative – Highlighted the founders’ athlete backgrounds to bring authenticity and credibility to the campaign narrative.
• Promoted both the Products Features & Benefits – Sporting apparel is rooted in technical and innovative product design that drives performance. Promoting these design innovations and the benefits it provides to the consumer was vital.  
• Drove Intent Through Optimised Promotion of Collection Launch Creatives – Through a collaborative briefing process, new creative concepts were regularly developed to enhance performance on any upcoming launches. 
  • This included both testing previous top-performing concepts with iterations, to whole new concepts that aligned specifically with the new collection. 
• Leveraged WYN’s Brand Ambassadors – WYN is fortunate enough to have access to some of the world’s fastest athletes on board of their own teams. We were able to regularly use their content within our paid media strategy to strengthen the representation of the products and drive the brand narrative of WYN being used by the very best.    

USA Expansions

• Localised Creative – The creative was optimised to ensure it was relevant to its audience. This included refining common phrases to suit US audiences and using visuals shot close to the location where the advertisement would be shown.
• Understanding Market Seasonality – As triathlon is a highly seasonal sport, the timing was critical. We aligned campaign activity with periods of heightened consumer intent, factoring in both weather-driven seasonality and the American race calendar. This strategic timing allowed us to concentrate spend when customers were most likely to engage and convert, boosting both efficiency and topline performance.
• Refined our Marketing Calendar to Align with Local Moments – To demonstrate presence and cultural relevance in the US market, we refined the broader marketing calendar. Campaigns were mapped to local holidays, seasonal transitions, and key sales events. This ensured WYN showed up in-market not just as a product, but as a brand that understood and respected the rhythm of its audience.