Apex Union

Overview

Apex Union is a modern sports performance company creating apparel and training gear for athletes who train with intention. As the brand prepared to launch its first national campaign and expand direct-to-consumer sales, they partnered with Climb to rebuild their website and produce a marketing film that could capture the intensity, discipline, and community behind the brand.

The Problem

Apex Union had a strong product and growing athlete base, but their digital presence didn’t reflect the energy or credibility of the brand. Their website struggled to convert traffic, and previous marketing content focused heavily on products without capturing the emotional side of training.

Key challenges included:

• A website that felt static and product-first rather than athlete-first
• No central brand story connecting training, mindset, and community
• Low engagement with existing video content
• Difficulty standing out in a saturated sports and fitness market

Apex Union needed a digital experience and campaign that felt as powerful as the athletes who wore the brand.

The Solution

Climb approached the project by focusing on movement, rhythm, and emotional payoff—creating a cohesive experience across web and film.

Website Experience

The website was redesigned to feel dynamic, immersive, and conversion-focused:

• Motion-driven layouts inspired by training cadence and repetition
• Clear messaging centered on discipline, resilience, and progress
• Streamlined product pages designed for fast decision-making
• Performance-optimized build for high traffic during campaign launches

Marketing Film

The marketing film was built around the unseen moments of training—the early mornings, the failures, the quiet wins.

• High-contrast cinematography capturing real athletes in motion
• Rapid pacing balanced with moments of stillness and breath
• Minimal dialogue, relying on sound design and movement
• Modular cuts for paid ads, social, website headers, and events

The website and film worked together to tell a single story: performance is built, not given.

Project Timeline

• Week 1: Brand alignment, messaging, and campaign planning
• Week 2: Website structure, film concept, and shot planning
• Week 3: Athlete shoots and website design production
• Week 4–5: Development, editing, and motion integration
• Week 6: Launch, analytics setup, and campaign rollout

Total timeline: 6 weeks from kickoff to campaign launch

The Outcome

The new website and marketing film helped Apex Union elevate their brand perception and accelerate growth.

Results within the first 60 days:

• +134% increase in online revenue
• +71% increase in website conversion rate
• +46% increase in average session duration
• Strong performance across paid social campaigns
• Increased athlete sign-ups and partnership inquiries

Most importantly, Apex Union gained a digital platform that could scale with future campaigns, collections, and athlete collaborations.

Closing

By blending emotional storytelling with performance-driven design, Climb helped Apex Union turn movement into meaning—proving that the strongest sports brands are built on discipline, not hype.