How Ryderwear Advertises on Meta

# Ad summary This ad promotes D-MAKS weightlifting shoes with an offer for a second pair half off. It focuses on weightlifters and gym enthusiasts. # Brand positioning The brand is presented as a provider of high-quality athletic footwear, specializing in weightlifting. The focus is on performance and durability. The brand targets serious athletes looking to enhance their training with specialized gear, positioning itself as a premium option within the athletic footwear market. The brand appeals to those who are dedicated to weightlifting and seek products that meet the demands of their sport. # Product The product featured is D-MAKS weightlifting shoes. These shoes appear to be high-top sneakers designed to provide support and stability during weightlifting activities. The shoes feature a textured, quilted design, a reinforced sole, and a snug fit around the ankle. They are shown being worn in a gym setting, emphasizing their use in weightlifting. The shoes are portrayed as essential gear for serious weightlifters, enhancing performance and reducing the risk of injury. The primary selling point highlighted is a promotional offer to buy one pair and get the second half off, incentivizing purchase. The advertisement seeks to overcome price sensitivity by offering a deal and emphasizes the value of owning high-quality weightlifting shoes. # Visual style The ad has a polished, commercial feel with high-quality visuals and professional lighting. The editing style involves smooth transitions and static shots that highlight the product. The color scheme is dominated by blue tones, which create a cool and athletic aesthetic. The pacing is moderate, allowing viewers to focus on the product details. Visuals are synced with the beat of the music. # Hooks Text overlay: 00:00–00:03 BUY 1 PAIR / 00:00–00:03 OF D-MAKS / 00:00–00:03 GET THE 2 ND / 00:00–00:03 HALF OFF Visual: 00:00–00:03: A close-up shot of a person's legs and feet wearing light blue D-MAKS weightlifting shoes with black accents. The person is standing in a gym with blue lighting. Gym equipment is in the background. Text overlay: "BUY 1 PAIR OF D-MAKS GET THE 2ND HALF OFF." # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the high cost of specialized athletic gear. The advertisement seeks to overcome price sensitivity by offering a discount and emphasizes the value of owning high-quality weightlifting shoes. # Value propositions - Buy one pair, get the second half off: Offers substantial savings, encouraging bulk purchase and highlighting affordability. # Benefits - Enhanced stability during weightlifting - Improved performance # Features - D-MAKS weightlifting shoes - High-top design for ankle support # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:04 The ad starts with a close-up of a person's legs and feet wearing D-MAKS weightlifting shoes. - 00:00–00:04 The visual serves to immediately introduce the product and its intended use, targeting weightlifters and gym enthusiasts. - 00:00–00:04 The perspective is from a viewer observing the shoes in action, showcasing their design and functionality. - 00:00–00:04 This sets a direct and product-focused tone. - 00:04–00:08 As the video continues, the person wearing the shoes begins to walk. - 00:04–00:08 This demonstrates the shoes' suitability for gym activities, further reinforcing the connection to weightlifting and fitness. - 00:04–00:08 The camera angle changes to provide different views of the shoes, highlighting their features and design. - 00:04–00:08 The tone remains focused on utility and appeal to athletes. - 00:08–00:15 The ad concludes by showing different angles of the shoes and offering a promotion to buy one pair and get the second pair for half the price. - 00:08–00:15 This creates a sense of urgency and incentivizes the viewer to purchase the product. - 00:08–00:15 The brand voice here is promotional and straightforward, aiming to drive sales through a limited-time offer.

# Ad summary This ad promotes Ryde D-Maks shoes with an offer to buy one pair and get the second half off. # Brand positioning Ryde Wear appears to be positioned as a brand for serious athletes, particularly those involved in weightlifting or similar high-intensity training. The focus on performance and durability, combined with a modern, sleek aesthetic suggests a brand that values both function and style. The decision to feature a monochromatic color scheme and dynamic shot implies a brand that is cutting edge and not afraid to break the mold in the athletic wear category. # Product The product being advertised is Ryde Wear's D-Maks training shoes. The shoe is a high-top style with a black suede-like finish and features the Ryde Wear logo. The sole has a visible grip pattern. The ad highlights the shoe's performance capabilities and it's implied use in weightlifting or training. # Visual style The ad employs a high-contrast, dynamic visual style. The black background and monochromatic shoe create a sleek, modern look. The focus is sharply on the product, with minimal distractions. The composition is designed to grab attention and convey a sense of power and performance. # Hooks Headline: BUY 1 PAIR OF D-MAKS GET THE 2ND HALF OFF # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Buy one get one half off. # Benefits - Half off the second pair of shoes when you buy one. # Features - D-Maks training shoes # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is making a bold statement about the capabilities of their product while simultaneously offering a strong incentive to purchase. # Storyline - The ad begins with a single Ryde Wear training shoe elevated just above a cloud of white powder. This creates a dynamic visual suggesting the shoe is in action and capable of handling intense activity. The brand is telling the audience to focus on the quality and features of its performance footwear. - The advertisement includes a promotional offer of "BUY 1 PAIR OF D-MAKS GET THE 2ND HALF OFF", which entices viewers to purchase the product by offering a discount on a second pair. The brand is telling the audience to buy now.

# Ad summary An influencer is demonstrating and modeling a matching set of workout clothing in a selfie shot in her home. # Brand positioning The brand promotes a lifestyle of looking put-together and chic. The brand aesthetic is clean, minimalistic, and modern. The clothing is designed for working out and for a lifestyle of ease, comfort, and looking good. # Product The product advertised is a matching workout set including a sports bra-style top and wide-leg pants. The set appears to be made of stretchy, sweat-wicking material. The pants have a high waist. Both the top and the pants are a dark red color. The top has a small, white-colored logo on the left side, and the pants also have a small white logo near the waist. The set is designed to be worn during workouts and for casual everyday wear. # Visual style The ad has a natural and authentic visual style. It appears to be shot on an iPhone with minimal editing. The colors are neutral and the lighting is bright. The image has a minimalist aesthetic. This is a style that is common on Instagram. # Hooks Headline: None used # Funnel stage Consideration # Pain points None used. # Value propositions - The matching set is a fashionable way to dress for the gym or everyday activities. # Benefits - Comfortable - Stylish - Easy to wear # Features - Matching set - Sports bra style top - Wide leg pants - High waist pants # Call to action None used. # Social proof - None used. # Point of view - Customer: The point of view of the ad is from the customer who is showing off the outfit, suggesting that the set is stylish and comfortable for everyday activities. # Storyline - The model holds up her phone and shows off the workout set she is wearing, conveying that she feels good and comfortable in the outfit. This is from the customer's POV.

# Ad summary This ad features a woman in athletic wear taking a selfie in a gym to highlight her physique and presumably promote the activewear she is wearing. The ad lacks any specific call to action or claims about the clothing. # Brand positioning Based on the ad, the brand appears to focus on athletic apparel designed to accentuate the wearer's physique, particularly for those who are actively engaged in fitness and bodybuilding. The brand promotes a lifestyle centered around physical fitness, strength, and body aesthetics. The brand seems to ignore traditional norms of modesty or subtlety in activewear, favoring designs that highlight the body. The brand positioning is primarily emotional, focusing on empowerment through physical appearance and the lifestyle associated with fitness and body sculpting. # Product The ad features athletic wear consisting of a brown tube top and beige high-waisted shorts. The tube top is a simple, strapless design, while the shorts appear to be made of a soft, possibly seamless material with a close fit. The clothing is designed to emphasize the wearer's figure, particularly the waist and glutes. The ad presents the activewear as fashionable and functional for gym settings, appealing to individuals who prioritize both performance and aesthetics in their workout attire. No specific features are detailed, and the focus is on the visual impact and fit of the garments. # Visual style The visual style is casual and authentic, resembling a user-generated content (UGC) style. The image is a snapshot taken indoors with natural lighting, presenting a realistic view of the activewear in a gym environment. The focus is on showcasing the product in a practical and unfiltered manner, aligning with platform-native aesthetics. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Athletic wear: tube top and high-waisted shorts # Call to action None used. # Social proof - None used # Point of view - Customer: The POV is from the perspective of someone wearing the activewear and taking a selfie in a gym, designed to showcase the product in use. # Storyline - The ad features a woman in a gym environment, taking a selfie in athletic wear. This is included to showcase the fit and appearance of the activewear in a real-world fitness setting, experienced from the perspective of the user.

# Ad summary This ad promotes a pair of pink athletic shorts from the brand NVGTN. The ad features a person wearing the shorts while walking outside and drinking coffee. # Brand positioning NVGTN is presented as an athletic apparel brand that prioritizes a balance of performance and style for the modern consumer. The ad showcases a seamless blend of fashion and function, emphasizing versatility. By featuring a sleek design and a fit model, the brand suggests that its products are not only suitable for intense workouts but also stylish enough for everyday wear, aiming to occupy a space in the consumer's mind as a lifestyle brand that caters to both athletic and aesthetic needs. # Product The ad features a pair of pink NVGTN athletic shorts. These shorts are designed with a high-waisted cut and a form-fitting style meant to accentuate the wearer's figure. The fabric appears seamless and stretchy, suggesting comfort and flexibility during physical activities. The ad highlights the shorts' versatility, showcasing them as suitable for both workout sessions and casual outings. The design focuses on a balance of performance and style, making them an attractive option for those seeking fashionable yet functional activewear. # Visual style The ad features a polished, high-end aesthetic with clean shots and bright lighting. The editing style is simple with static shots, creating a sleek and professional look. The pacing is slow, with a single shot that lasts throughout the duration of the ad, emphasizing the product's visual appeal without distractions. The production quality appears to be of a commercial grade, indicating a focus on presenting the brand in a premium manner. # Hooks Visual: 00:00–00:03: A woman with long brown hair and sunglasses walks along a city street. She is wearing a black sports bra and pink athletic shorts and holding a coffee cup. The background features modern buildings and sunlight. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Versatile athletic shorts suitable for both workouts and casual wear # Benefits - Accentuates the wearer's figure - Comfortable during physical activities - Flexible during physical activities - Suitable for workout sessions - Suitable for casual outings # Features - High-waisted cut - Form-fitting style - Seamless fabric - Stretchy fabric # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses polished visuals and carefully selected imagery to present the brand and its products in an aspirational light, directly promoting the brand's image and offerings. # Storyline - 00:00–00:04 The ad begins with a woman walking along a city street, holding a coffee cup, and wearing a pair of pink athletic shorts and a black sports bra. The initial frame is intended to grab attention with a visually appealing and active scene.

# Ad summary This ad features a male fitness influencer promoting the RYDEWEAR D-MAX high-top suede shoes. He highlights their thin, flexible sole and solid grip pattern, emphasizing how they keep his ankle locked in and allow him to feel the floor, which is essential for heavy squats. He also mentions their stability and versatility for various exercises. # Brand positioning RYDEWEAR is presented as a brand focused on providing functional and stylish athletic footwear, specifically designed to enhance performance during workouts. The brand emphasizes stability, flexibility, and connection to the ground, catering to athletes who prioritize these features in their training gear. The brand aligns with a lifestyle of fitness and performance, positioning itself as a provider of high-quality footwear that supports serious athletes in their pursuit of strength and stability. # Product The RYDEWEAR D-MAX shoes are high-top suede athletic shoes designed for stability and performance. They feature a thin, flexible sole and a solid grip pattern to keep the ankle locked in and allow the wearer to feel the floor. These shoes are ideal for heavy squats and other exercises where a flat, stable base is essential. The high-top design provides additional ankle support, while the suede material offers a stylish look. The shoes are versatile enough for various exercises, making them a valuable addition to any athlete's gear. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the product in a fitness environment. The editing style includes quick cuts to highlight different features and uses of the shoes. The production quality is high, with clear lighting and sharp focus on the product and the influencer. The pacing is moderate, with cuts timed to emphasize key points in the voiceover. # Hooks Spoken: Male 1: These are the RYDEWEAR D-MAX. High top suede, thin flexible sole, and a solid grip pattern. Visual: 00:00–00:01: A muscular Black man in a black tank top and gray shorts holds up a black high-top suede shoe with white RYDEWEAR branding. He is smiling slightly. The background is a blurred gym setting with red and black equipment. / 00:01–00:02: Close-up of the black high-top suede shoes being worn. The camera focuses on the shoes as the person stands on a gray gym floor. The background is slightly blurred, showing more of the gym environment. / 00:02–00:04: The man is performing squats with a barbell on his shoulders. He is wearing the black high-top suede shoes, a black tank top, and gray shorts. The gym setting includes red and black squat racks and weightlifting equipment. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing stable and supportive footwear for heavy lifting and squats, where ankle stability and ground feel are crucial for performance and safety. # Value propositions - High top suede: Provides ankle support and a stylish look. - Thin flexible sole: Enhances ground feel and flexibility during workouts. - Solid grip pattern: Ensures stability and prevents slipping during exercises. # Benefits - Keeps my ankle locked in - Let me feel the floor - Flat stable base # Features - High top suede - Thin flexible sole - Solid grip pattern # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The influencer shares his personal experience and the benefits he derives from using the product. - Brand 50% – The influencer presents the product features and demonstrates its use in a workout setting. # Storyline - 00:00–00:01 The ad begins with a close-up of the RYDEWEAR D-MAX shoes being held up by the influencer. - 00:00–00:04 The influencer introduces the shoes, highlighting their key features: high-top suede, thin flexible sole, and solid grip pattern. This is from the brand's perspective, delivered by a fitness influencer. - 00:04–00:05 The ad shows the influencer wearing the shoes while performing squats with a barbell, demonstrating their use in a workout setting. This is from the brand's perspective, showing the product in action. - 00:05–00:07 The influencer continues to highlight the benefits of the shoes, emphasizing how they keep his ankle locked in and allow him to feel the floor. This is from the customer's perspective, as the influencer is speaking from his own experience. - 00:07–00:09 The influencer emphasizes the importance of a flat, stable base when squatting heavy, reinforcing the value of the shoes. This is from the customer's perspective, as the influencer is speaking from his own experience. - 00:09–00:10 The influencer concludes by mentioning that the shoes are still versatile, suggesting they are suitable for various exercises. This is from the brand's perspective, highlighting the product's versatility.

# Ad summary This ad features a creator reviewing activewear from Ryderwear. She highlights the brand's 'naked invisible scrunch' technology, which is designed to lift the butt without a visible scrunch. She also emphasizes the fabric's softness and compressive qualities. # Brand positioning Ryderwear is presented as a brand focused on enhancing the wearer's natural physique through innovative activewear designs. The brand aims to occupy a space in the consumer's mind as a provider of functional and flattering workout apparel. Ryderwear is positioned as a brand that pushes against the norm of visible scrunch designs, offering a more subtle approach to enhancing the butt. The brand aligns with a lifestyle of fitness and body positivity, promoting the idea of feeling confident and supported during workouts. The brand's positioning is both functional, with its focus on performance and support, and emotional, with its emphasis on confidence and feeling good in one's body. # Product The featured product is Ryderwear's activewear line, specifically highlighting the 'naked invisible scrunch' technology. This technology is designed to provide the benefits of a traditional scrunch bum without the visible scrunch detail. The product is for individuals who want to enhance their physique and feel supported during workouts. The 'naked invisible scrunch' uses an internal elastic to smooth out the butt, providing a lifted appearance. The fabric is described as 'buttery soft' and 'super compressive,' offering both comfort and support. The activewear is designed to keep the wearer 'nice and supported and lifted in all the right places.' The ad addresses the purchase barrier of not being a fan of the traditional scrunch bum by offering a more subtle alternative. # Visual style The ad has a polished UGC feel, with a clean and well-lit setting. The editing style is a mix of static shots and quick cuts, with smooth transitions. The production quality is high, suggesting a professional or semi-professional setup. The pacing is moderate, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:04 I get it, not everyone is a fan of the scrunch bum, but surely everyone's a fan of having their booty lifted. Visual: 00:00–00:01 The creator, a woman in her late 20s with long dark hair, stands in a hotel room wearing a white robe. She holds up a pair of brown leggings in her right hand and a pair of black leggings in her left hand. The background includes a white closet door, a desk with a lamp, and a suitcase. The camera is stationary and at eye level. / 00:01–00:04 The creator holds up the brown leggings, showing the scrunch detail on the back. She makes a surprised expression and then points to the leggings with a serious expression. The camera zooms in slightly on the leggings. The background remains the same. # Funnel stage Consideration # Pain points The ad addresses the pain point of not being a fan of the traditional scrunch bum design. The creator acknowledges that 'not everyone is a fan of the scrunch bum.' # Value propositions - The 'naked invisible scrunch' provides the benefits of a traditional scrunch bum without the visible scrunch detail. - The 'buttery soft' and 'super compressive' fabric offers both comfort and support. # Benefits - Booty lift - Smooths out - Comfort - Support # Features - Naked invisible scrunch - Internal elastic - Buttery soft fabric - Super compressive fabric # Call to action None used. # Social proof - "So you're definitely gonna be seeing me wearing these. No notes, no notes, 10 out of 10." – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a creator reviewing the product. # Storyline - 00:00–00:04 00:00–00:04 The creator acknowledges that not everyone is a fan of the scrunch bum design but suggests that everyone wants a booty lift. This is intended to create a relatable moment for viewers who may be hesitant about the traditional scrunch design. The perspective is from the creator, who is speaking directly to the audience in a casual, friendly tone. The tone is lighthearted and playful. - 00:04–00:07 00:04–00:07 The creator introduces Ryderwear's 'naked invisible scrunch' and states that the brand is 'doing God's work.' This is intended to position the brand as a solution to the scrunch bum dilemma. The perspective is from the creator, who is enthusiastically endorsing the brand. The tone is humorous and hyperbolic. - 00:07–00:11 00:07–00:11 The creator explains that the 'naked invisible scrunch' uses an internal elastic to smooth out the butt. This is intended to educate the viewer on the product's functionality. The perspective is from the creator, who is providing a technical explanation. The tone is informative and straightforward. - 00:11–00:16 00:11–00:16 The creator states that the activewear provides the benefits of a traditional scrunch bum and 'basically' makes you look like you 'built different.' This is intended to highlight the product's benefits and create a sense of desire. The perspective is from the creator, who is emphasizing the product's transformative effect. The tone is confident and persuasive. - 00:16–00:22 00:16–00:22 The creator describes the fabric as 'insane,' 'buttery soft,' and 'super compressive,' and states that it keeps you 'nice and supported and lifted in all the right places.' This is intended to emphasize the product's quality and comfort. The perspective is from the creator, who is providing a sensory description of the fabric. The tone is enthusiastic and descriptive. - 00:22–00:26 00:22–00:26 The creator concludes by saying that viewers will be seeing her wearing the activewear and gives it a '10 out of 10.' This is intended to reinforce the product's value and create a sense of social proof. The perspective is from the creator, who is expressing her personal satisfaction with the product. The tone is confident and conclusive.

# Ad summary A woman reviews a pair of black leggings, highlighting their flattering fit and lack of a visible scrunch. # Brand positioning The brand is presented as a provider of high-quality, flattering activewear. The ad emphasizes comfort and a sophisticated aesthetic, suggesting the brand aims to offer functional workout apparel that also looks stylish and classy. By highlighting the absence of a visible scrunch, the brand subtly pushes against the norm of overly sexualized or revealing activewear, positioning itself as a more refined option. # Product The product is a pair of black leggings designed to be flattering and comfortable. The leggings provide a "full scrunch effect" without an obvious scrunch seam. The leggings are presented as a comfortable and classy alternative to traditional activewear, offering a flattering fit without being overly revealing. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean aesthetic. The editing is simple, with static shots and smooth transitions. The pacing is moderate, with cuts timed to the speaker's pauses. # Hooks Spoken: 00:00–00:01 Female 1: Oh my goodness, guys. Visual: 00:00–00:02 The camera is positioned at eye level, focusing on a woman with light skin and brown hair in a braid, wearing a black sports bra and black leggings. She is standing in a bedroom with a bed and neutral-toned walls. She turns to the side and touches her butt, smiling slightly. # Funnel stage Consideration # Pain points The ad addresses the pain point of activewear that is either unflattering or too revealing. The leggings offer a solution by providing a flattering fit without an obvious scrunch. # Value propositions - Full scrunch effect without the obvious scrunch: Provides a flattering look without being overly revealing. # Benefits - So flattering - Feels so comfortable - So classy # Features - No sign of a scrunch at all - Full scrunch effect without the obvious scrunch # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer reviewing the product, creating a sense of authenticity and relatability. # Storyline - 00:00–00:02 00:00–00:02 The creator touches the leggings and expresses surprise and excitement about the product. This is intended to pique the viewer's interest and set a positive tone for the review. - 00:02–00:07 00:02–00:07 The creator explains that she now understands the hype around the leggings because they have no visible scrunch. This addresses a potential concern about the product's appearance and highlights a key feature. - 00:07–00:11 00:07–00:11 The creator emphasizes how flattering and comfortable the leggings are. This reinforces the product's benefits and appeals to the viewer's desire for both style and comfort. - 00:11–00:15 00:11–00:15 The creator states that the leggings look classy and provide a full scrunch effect without an obvious scrunch. This summarizes the product's key selling points and reinforces its unique appeal.

# Ad summary A close up video showcasing the RydeWear lifting shoes on a gym floor. # Brand positioning RydeWear is presented as a brand that focuses on providing high-quality athletic footwear, specifically designed for weightlifting. The brand's all-black lifting shoes emphasize a sleek and functional design, suggesting a focus on performance and durability. This is in line with the needs of serious weightlifters. The brand aims to occupy the space of premium athletic footwear, aligning with a lifestyle of intense physical training and performance. # Product The RydeWear product featured is a pair of all-black lifting shoes. These shoes are designed with a high-top silhouette, providing enhanced ankle support and stability. The shoes feature a lace-up closure system and a lugged outsole for increased traction on gym floors. The all-black colorway gives the shoes a clean, versatile look, suitable for various gym settings. The shoes aim to improve the wearer's performance during weightlifting by offering support and stability. # Visual style The ad's visual style is clean and polished, featuring a high-quality production. The editing is smooth with static shots and slow camera movements, designed to highlight the product's features. The pacing is consistent, and the color palette is monochromatic, emphasizing the sleekness of the all-black shoes. # Hooks Visual: 00:00–00:01: The camera is positioned close to the floor, showing the RydeWear lifting shoes from a low angle. The shoes are all-black with a high-top design and laces. The background is a blurred gym setting with weightlifting equipment. The shoes are the focal point, with a clean and simple presentation. / 00:01–00:02: The camera angle slightly shifts to provide a different perspective of the shoes. The background remains a blurred gym environment, emphasizing the shoes' intended use. Lighting highlights the texture and details of the shoes. / 00:02–00:03: The camera continues to rotate around the shoes, focusing on their build and construction. The laces and the high-top design are clearly visible. The gym background provides context, but the focus remains on the shoes themselves. # Funnel stage Top of funnel # Pain points None used. # Value propositions - The high-top design provides enhanced ankle support and stability, making it valuable for weightlifting. - The lugged outsole increases traction on gym floors, ensuring a secure and stable base. # Benefits - Enhanced ankle support - Increased stability - Increased traction on gym floors # Features - High-top design - Lace-up closure system - Lugged outsole # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The camera focuses on the features and build of the shoes, presenting a clear view of the product’s quality and design. The ad showcases a demonstration of the product. # Storyline - 00:00–00:04 The RydeWear lifting shoes are presented in a close-up shot, showcasing their design and features.

# Ad summary This ad showcases a woman wearing a matching sports bra and leggings set while posing on a city street. The ad focuses on highlighting the set's design and fit. # Brand positioning The brand is presented as one that focuses on providing stylish and functional activewear. It aligns with a lifestyle of fitness and fashion, promoting confidence and a healthy lifestyle. The brand appears to ignore standard activewear norms by offering a range of athleisure wear with a vibrant color palette to express style and individuality. The brand positioning is both functional, highlighting the comfort and fit of the activewear, and emotional, appealing to customers who want to feel good and look stylish while working out or engaging in everyday activities. # Product The advertised product is a matching sports bra and leggings set. The set appears to be made of a soft, stretchy material. The sports bra has a scoop neckline and thin straps, while the leggings are high-waisted. The set comes in a light green color. The ad focuses on the set's flattering fit and overall aesthetic, suggesting it's designed for both performance and style. The product is presented as something worth buying due to its fashionable appearance and comfortable design. # Visual style The ad has a polished, commercial aesthetic. The editing style includes smooth transitions and slow camera movements to draw attention to the product. The production quality is high-end, with bright, natural lighting and clear focus. The pacing is slow and steady, creating a relaxed and visually appealing experience. # Hooks Visual: 00:00–00:03 The woman is sitting on a paved street, with her legs stretched out in front of her. The background includes street markings and building. She is wearing a light green matching sports bra and leggings set. The camera is initially at a medium distance, framing her full body. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The product’s value lies in its combination of fashion and function, offering a stylish and comfortable activewear option. # Benefits - Flattering fit - Stylish appearance - Comfortable design # Features - Matching sports bra and leggings set - Light green color - Soft, stretchy material - Sports bra with scoop neckline and thin straps - High-waisted leggings # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product's aesthetic and fit through visuals. # Storyline - 00:00–00:05 00:00–00:05 A woman is sitting on the pavement. The camera slowly zooms in on her. This is to show the fit and color of the activewear set.

# Ad summary This ad features a creator reviewing a set of activewear from Ryderwear. She highlights the fit, design, and sculpting qualities of the set. # Brand positioning Ryderwear is presented as a brand that focuses on creating activewear that is both functional and flattering. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, sculpting activewear that enhances the wearer's physique. The brand aligns with a lifestyle of fitness and body positivity, emphasizing the design and fit of their clothing to make the wearer feel confident and stylish while working out. The brand seems to ignore the norm of competitor behaviors by focusing on the sculpting and flattering aspects of their activewear, rather than just performance or comfort. The brand positioning is both functional (sculpting, fit) and emotional (confidence, feeling good). # Product The featured product is a sculpting activewear set from Ryderwear, consisting of a sports bra and high-waisted shorts. The set is designed to be flattering and enhance the wearer's physique. The activewear is available in multiple colors, including blue, green, and purple. The set is described as having a great design, fit, and shape, making it a 10/10 product. The set is for anyone looking for sculpting activewear. The ad addresses the purchase barrier of finding activewear that is both functional and flattering. # Visual style The ad has a polished, UGC feel with natural lighting. The editing style includes quick cuts to showcase different angles and colors of the activewear. The production quality is high, giving it a commercial feel. The pacing is consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:01 Female 1: I am impressed. Text overlay: 00:00–00:01 RYDERWEAR Visual: 00:00–00:01 The shot features a woman in a blue activewear set (sports bra and shorts) standing in front of a large mirror with a decorative black and white frame. The background includes a white wall, a plant, and a glimpse of a dining area with a table and chairs. The woman is holding a small microphone and gesturing with her hands as she speaks. The camera is stationary and captures her from the waist up. The lighting is natural and bright. The woman is smiling and appears enthusiastic. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding activewear that is both functional and flattering. The creator states that the product is exactly what she means when she wants flattering leggings. # Value propositions - Flattering fit: The activewear is designed to be flattering and enhance the wearer's physique. - Sculpting design: The activewear is designed to sculpt and shape the wearer's body. - High-quality: The creator states that the product is one of the best sculpting sets out there. # Benefits - Flattering fit - Sculpting design - Enhances physique # Features - Sculpting activewear set - Sports bra - High-waisted shorts - Available in multiple colors # Call to action None used. # Social proof - "I am impressed" – Female 1 (Creator) - "This is exactly what I mean when I say I want a pair of leggings that are flattering. This actually perfect." – Female 1 (Creator) - "The design, the fit, the shape, everything, 10 out of 10 from me." – Female 1 (Creator) - "This is one of the best sculpting sets out there. I am so impressed." – Female 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer/creator reviewing and showcasing the activewear. # Storyline - 00:00–00:06 00:00–00:06 The creator expresses her impression with the activewear set, stating that it's exactly what she means when she wants flattering leggings, and that it's perfect. This is conveyed through her enthusiastic tone and gestures. The perspective is from the creator, sharing her initial positive reaction to the product. This moment sets the tone for the rest of the video, establishing the product's quality. - 00:06–00:07 00:06–00:07 The creator states, "I said it. I said it. I said it." This is conveyed through her tone and gestures. The perspective is from the creator, emphasizing her satisfaction with the product. This moment reinforces the positive impression of the product. - 00:07–00:13 00:07–00:13 The creator showcases the activewear set in a different color (green), stating, "Hello, is the one. This is the one I use seeing this. Brunette girlies, this color, this is for us." This is conveyed through her tone and gestures. The perspective is from the creator, sharing her opinion on who the color is best suited for. This moment highlights the product's versatility and appeal to a specific audience. - 00:13–00:17 00:13–00:17 The creator highlights the features of the activewear set, stating, "The top, the halter, the back, the butt, my gosh, stunning." This is conveyed through her tone and gestures. The perspective is from the creator, emphasizing the design and fit of the product. This moment reinforces the positive impression of the product. - 00:17–00:23 00:17–00:23 The creator showcases the activewear set in a different color (purple), stating, "The design, the fit, the shape, everything, 10 out of 10 from me." This is conveyed through her tone and gestures. The perspective is from the creator, sharing her overall rating of the product. This moment reinforces the positive impression of the product. - 00:23–00:27 00:23–00:27 The creator concludes by stating, "This is one of the best sculpting sets out there. I am so impressed." This is conveyed through her tone and gestures. The perspective is from the creator, summarizing her overall satisfaction with the product. This moment reinforces the positive impression of the product.

# Ad summary This ad for STRYDO footwear highlights the popularity of the brand by noting that over 500,000 pairs have been sold. The ad also notes that the shoes are built for big lifts. # Brand positioning STRYDO is presented as a brand that caters to athletes who are serious about their training, particularly those involved in weightlifting. The brand is positioned as a provider of footwear specifically designed to support and enhance performance during heavy lifts. This is reinforced by the tagline "BUILT FOR BIG LIFTS," suggesting a focus on functionality and performance. The brand's popularity is emphasized by the claim of "500,000+ PAIRS SOLD," indicating a strong market presence and customer trust. The overall tone is functional and performance-oriented, aligning with the needs of serious athletes. # Product The ad features STRYDO high-top athletic shoes, designed for weightlifting. The shoes have a two-tone design with a light tan upper and a black sole and accents. The high-top design provides ankle support, and the sole is designed for stability during heavy lifts. The shoes are presented as being "BUILT FOR BIG LIFTS," emphasizing their suitability for serious weightlifting activities. The ad highlights the brand's popularity by stating that "500,000+ PAIRS" have been sold, suggesting a high level of customer satisfaction and trust in the product's performance. # Visual style The ad features a product-focused studio shot with a clean, high-contrast aesthetic. The shoes are arranged on a white surface with a black box in the background, creating a visually appealing display. The lighting is bright and even, highlighting the details of the shoes. The overall style is polished and professional, designed to showcase the product in the best possible light. # Hooks Headline: 500,000+ PAIRS SOLD # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The shoes are built for big lifts # Benefits - Built for big lifts # Features - High-top design for ankle support - Sole designed for stability during heavy lifts # Call to action None used. # Point of view - Brand: The brand is presenting its product and highlighting its popularity and suitability for weightlifting. # Storyline - The ad opens by highlighting the brand's popularity, stating "500,000+ PAIRS SOLD." This is intended to build trust and credibility by showing that many other customers have purchased and presumably been satisfied with the product. The brand is telling the audience that their product is popular and well-received. - The ad then focuses on the product itself, emphasizing that it is "BUILT FOR BIG LIFTS." This is intended to communicate the product's specific functionality and suitability for weightlifting. The brand is telling the audience that their product is specifically designed for heavy lifting and will support their performance.

# Ad summary A woman showcases a pair of leggings, highlighting their support, sculpting, and scrunch features. # Brand positioning The brand is presented as a provider of activewear that combines both style and functionality. It aims to occupy a space in the consumer's mind where workout clothes not only look good but also perform well during training. The brand values support, sculpting, and premium technology, aligning with a lifestyle focused on fitness and body confidence. It pushes against the norm of activewear that prioritizes aesthetics over performance, offering leggings that are designed to enhance the wearer's physique while providing the necessary support for workouts. The brand positioning is both functional (support, sculpting) and emotional (body confidence). # Product The product featured is a pair of leggings designed for training and sculpting the body. These leggings are for individuals who want activewear that not only looks cute but also provides support and enhances their physique during workouts. The leggings feature a supportive waistband and a booty contour that makes the glutes look perfectly rounded. They incorporate premium technology scrunch, which is described as not an obnoxious scrunch. The leggings address the purchase barrier of activewear that looks good but doesn't perform well during training, offering a solution that combines both aesthetics and functionality. The ad emphasizes that these leggings are worth trying or buying because they sculpt the booty, provide support, and enhance the wearer's confidence during workouts. # Visual style The ad has a polished UGC feel, with natural lighting and a clean, minimalist background. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace throughout the video. The production quality is high-end, supporting the intended tone of showcasing a premium activewear product. # Hooks Spoken: Female 1: The support in that waistband. Visual: 00:00–00:02: A woman with long brown hair, wearing a light purple sports bra and leggings set with white socks, stands in a living room. She gestures with her hands as she speaks. The background includes a white couch with a brown pillow, a light-colored rug, and a dog lying on the floor. # Funnel stage Consideration # Pain points The pain point is wearing activewear that looks cute but doesn't perform well during training. "I feel like I'm so used to wearing activewear that looks really cute, but it doesn't actually play the part in training." # Value propositions - Leggings that combine style and functionality - Activewear that performs well during training - Enhances physique while providing support # Benefits - Sculpts the booty - Makes glutes look perfectly rounded - Not an obnoxious scrunch # Features - Supportive waistband - Booty contour - Premium technology scrunch # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:02 The woman stands in front of the camera, highlighting the support in the waistband of the leggings. - 00:02–00:07 She expresses that she is used to wearing activewear that looks cute but doesn't play the part in training. - 00:07–00:13 She introduces a pair of leggings that sculpt the booty and have a booty contour that makes the glutes look perfectly rounded. - 00:13–00:18 She mentions that the leggings have premium technology scrunch, so it's not some obnoxious scrunch.

# Ad summary This ad features a bodybuilder unboxing and reviewing Ryderwear lifting shoes. He expresses his excitement about the shoes and puts them on to train. # Brand positioning Ryderwear is presented as a brand that creates high-quality, stylish, and functional athletic footwear. The brand aims to occupy a space in the consumer's mind as a provider of premium gym shoes that enhance performance and style. The brand aligns with a lifestyle of fitness, dedication, and self-improvement. Ryderwear pushes against the norms of basic, uninspired gym footwear by offering shoes that are both aesthetically pleasing and performance-driven. The brand positioning is both functional (performance) and emotional (confidence, style). # Product The product featured is Ryderwear lifting shoes, specifically designed for gym workouts and weightlifting. The shoes are presented as stylish and functional, with a sleek, all-black design. The ad highlights the shoe's aesthetic appeal, with the presenter describing them as "hot" and "smoldering." The shoes are designed to enhance performance during training, providing support and stability for weightlifting. The ad addresses the purchase barrier of limited availability, suggesting that the shoes are so desirable they might not stay on the shelves for long. The presenter immediately puts the shoes on to train, indicating their readiness for immediate use and their ability to enhance the workout experience. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the product in a visually appealing way. The editing style includes quick cuts and close-up shots to highlight the shoe's design and features. The production quality is high, with clear lighting and professional camera work. The pacing is moderate, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Male 1: Stop the press. Visual: 00:00–00:01: A muscular man in a black hoodie stands in a gym, unboxing a pair of black Ryderwear lifting shoes. He is smiling and appears excited as he pulls the shoes out of the box. # Funnel stage Consideration # Pain points The ad implies that the pain point is the lack of stylish and functional gym shoes that enhance performance and style. # Value propositions - Stylish and functional gym shoes that enhance performance and style - High-quality materials ensure durability and long-lasting use - Immediate readiness for use allows for an enhanced workout experience # Benefits - Enhanced performance during training - Increased confidence and style - Immediate readiness for use # Features - Stylish design - Functional for gym workouts - High-quality materials # Call to action Get yours. # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is excited about the product. # Storyline - 00:00–00:02 The presenter opens a Ryderwear box and pulls out a pair of black lifting shoes. - 00:02–00:07 He expresses his excitement and admiration for the shoes, calling them "hot" and "smoldering." - 00:07–00:11 He examines the shoes closely, noting their quality and design. - 00:11–00:12 He suggests that the shoes are so desirable they might not stay on the shelves for long. - 00:12–00:14 He decides to put the shoes on immediately to train. - 00:14–00:18 He states that he feels good and is ready to train in the new shoes. - 00:18–00:22 He encourages viewers to get their own pair of Ryderwear shoes. - 00:23–00:33 The ad transitions to a close-up of the shoes being worn during a workout.

# Ad summary A mirror selfie of a woman wearing workout clothing from a brand called Angel Official. The overall impression is that Angel Official apparel is designed for athletic women who are proud of their bodies. # Brand positioning Angel Official is a fitness and athleisure brand that is positioned as a stylish and high-quality option for women who prioritize both performance and appearance in their activewear. The brand aims to occupy a space in the consumer's mind as a go-to choice for fashionable and functional workout apparel that enhances their confidence and performance. It aligns with values of empowerment, self-expression, and dedication to fitness and health. The brand follows category norms by showcasing its apparel on fit models but pushes against these norms by creating everyday pieces in addition to performance pieces that can be worn to the gym or while running errands. # Product The product featured in this ad is a matching workout set from Angel Official, including a sports bra-style top and high-waisted shorts. The set is made of a soft, flexible material that appears suitable for various physical activities. The top is designed with a halter neckline and a supportive fit, while the shorts are form-fitting and provide ample coverage. Both pieces feature a small Angel Official logo on the bottom left of the shorts and the center of the top. The set is advertised as a stylish and functional option for women who want to look and feel good during their workouts. The ad shows the set being worn in a casual setting, suggesting its versatility for both exercise and everyday wear. # Visual style The ad has a UGC look, with a mirror selfie taken in a bathroom setting. The image is well-lit and has a clean, minimalist aesthetic. The focus is on the woman and the product she is wearing, with minimal distractions in the background. The overall style is simple and relatable, aiming to appeal to the target audience by presenting the product in an authentic and everyday context. The photo is high-quality, clear, and crisp. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Stylish and functional set for women who want to look and feel good during workouts. # Benefits - Not explicitly stated. # Features - Matching workout set including a sports bra style top and high-waisted shorts. # Call to action None used. # Social proof - None used. # Point of view - Customer: The selfie perspective makes the audience feel like they are seeing the product through the eyes of someone who is wearing and enjoying it. # Storyline - The woman poses for a mirror selfie in her workout clothes. This is included to show off the fit and style of the product. The audience experiences the image from the customer's point of view.

# Ad summary A woman in workout gear shows off the fit and style of her activewear while taking a mirror selfie. # Brand positioning The brand is positioned as providing form-fitting workout clothes designed to accentuate the wearer's figure. The ad adopts a tone of body positivity and self-confidence, with an emphasis on the visual appeal and stylish design of the athletic wear. The brand ignores the norm of showing activewear only during workouts, instead prioritizing the fit, silhouette, and look of the product, implying the customer should care because these pieces make her look and feel good. # Product The ad promotes a set of women's activewear, including a halter-style sports bra top and matching high-waisted shorts. The set is coral pink, form-fitting, and seamless. The product is intended for workouts, but it’s modeled as everyday apparel, with the ad highlighting the look of the product above all. No specific features are listed, but the ad implies that the garment is comfortable due to the lack of visible seams. # Visual style The ad has a casual and authentic visual style, resembling user-generated content. It looks like a selfie taken by an influencer or brand ambassador. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Form-fitting design that accentuates the wearer's figure, promoting body positivity and self-confidence. - Seamless construction offering a comfortable fit for everyday wear and workouts. # Benefits - Accentuation of the wearer's figure - Comfortable fit # Features - Form-fitting design - Seamless construction # Call to action None used. # Social proof - None used. # Point of view - Customer: The POV is from the perspective of the customer, showing the activewear set from her point of view in the mirror as she takes a selfie. # Storyline - A woman wearing a matching activewear set takes a mirror selfie. The story is told from the perspective of the customer, showing off the look and fit of the activewear and promoting a message of body positivity and self-confidence.

# Ad summary The ad features a woman in athletic wear promoting athletic clothes. She is shown walking and posing in athletic clothes. # Brand positioning This brand is positioned as a high-quality, luxury athleisure wear brand. The brand promotes a healthy and active lifestyle. The sleek design and neutral color palette position the brand as a provider of functional and fashionable activewear for everyday wear. # Product The product in the ad is athletic wear. The woman is wearing a black sports bra and black leggings. The sports bra features the brand's logo in the center. The leggings are high-waisted. The ad shows that the athleisure wear is fashionable and can be worn for working out or everyday wear. # Visual style The ad has a UGC feel. It is shot with a handheld camera. The lighting is natural. The editing is minimal. The pacing is slow. # Hooks Visual: 00:00–00:04 The woman is walking down the street. She is wearing a black sports bra, black leggings, and has a purse hanging off her shoulder. She is holding a green drink in her hand. She is wearing headphones. The camera is handheld and shaky, seemingly taken from her own phone. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Athleisure wear is fashionable and can be worn for working out or everyday wear. # Benefits - Fashionable - Comfortable - Functional # Features - Sports bra - Leggings - Activewear # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is showcasing the brand's clothing. # Storyline - 00:00–00:04 00:00–00:04 The woman is seen walking down the street in a black sports bra, black leggings, and a purse. The intention is to show that the brand's activewear is fashionable and can be worn for everyday wear. The perspective is from an external observer. The tone is casual.

# Ad summary The ad showcases a woman in a black sports bra and leggings walking outside on a sunny day. It emphasizes the comfort and feel of the bra. # Brand positioning The brand appears to focus on activewear, particularly sports bras. The brand emphasizes comfort. The brand seems to be positioned for those who value active lifestyles and require comfortable yet functional apparel. # Product The product is a black sports bra, featuring a ruched center. The bra has thin black straps, and a small logo on the left side. The ad focuses on how the bra feels, stating that it "feels like nothing." # Visual style The ad has a clean and simple aesthetic, with natural lighting. There are few cuts. The production quality is polished. It maintains a consistent pace. # Hooks Spoken: 00:04–00:07 Feels like nothing Text overlay: 00:04–00:07 Feels like nothing Visual: 00:04–00:07: A closer shot of the same woman, who is still standing on the steps outside, and still wearing the black sports bra and black leggings. The camera focuses on her chest. Her expression is neutral. The background consists of gray concrete steps, a gray wall, and a light blue sky. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that many sports bras are not comfortable, and that this is a pain point for the wearer. # Value propositions - The sports bra is so comfortable, that the wearer will barely notice that they're wearing it. # Benefits - The wearer will barely notice that they're wearing the bra. # Features - Feels like nothing # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – This is communicated through the presentation of the ad. # Storyline - 00:00–00:04 A woman in a sports bra and leggings is standing outside on a sunny day, looking toward the horizon. - 00:04–00:07 The camera focuses on the woman's chest, and the sports bra that she's wearing. It is communicating the product.

# Ad summary An ad featuring a woman in workout attire. She is taking a selfie in what appears to be a locker room. # Brand positioning The brand is presented as a fitness apparel company focused on activewear. The brand emphasizes a lifestyle centered around physical fitness, strength, and body confidence. The brand is positioned as a promoter of a dedicated and active lifestyle. The brand's logo is a small flame, suggesting a spark or passion for fitness. # Product The ad showcases a matching workout set, consisting of a sports bra top and high-waisted shorts. The sports bra is a halter style with a ruched center. The shorts are high-waisted with a snug fit and a visible pocket on the side. Both items are black and feature the brand's logo on the left side. The apparel is designed to be comfortable and functional for workouts, while also accentuating the wearer's figure, promoting a body-positive image. # Visual style The ad has a polished, lifestyle aesthetic. The image has natural lighting and minimal filters. The overall style is designed to feel authentic and aspirational. The composition has a clean background that focuses on the products and the model. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used # Point of view - Customer: The model is taking a selfie to showcase the athleisure wear. # Storyline - The model is taking a selfie to show off the activewear in a locker room setting. It's included to showcase the fit and style of the activewear. The audience is experiencing it from the customer's POV.

# Ad summary This ad features a woman in athletic wear taking a selfie in an elevator. The ad is promoting the brand's athletic wear. # Brand positioning The brand appears to be positioned in the athletic wear market, focusing on providing stylish and functional clothing for active women. The brand's positioning seems to be centered around empowering women to feel confident and comfortable during their workouts. The brand aligns with a lifestyle that values fitness, health, and self-expression. The brand seems to ignore the norm of overly serious or intimidating fitness advertising, instead opting for a more relatable and approachable tone. The brand positioning is both functional (providing athletic wear) and emotional (promoting confidence and self-expression). # Product The ad features a matching set of athletic wear, including a sports bra and high-waisted shorts, both in a bright blue color. The sports bra has a racerback design and the brand's logo on the front. The high-waisted shorts have a V-shaped seam at the back to accentuate the wearer's figure, with the brand's logo on the back waistband. The product is for women who are active and want to feel stylish and comfortable while working out. The ad highlights the fit and design of the athletic wear, suggesting that it is both functional and fashionable. The ad addresses the purchase barrier of finding athletic wear that is both comfortable and flattering. # Visual style The ad has a clean and modern visual style, with a focus on showcasing the product in a real-life setting. The production quality is high, with clear lighting and a well-composed shot. The image treatment is minimal, with natural colors and no obvious filters. The ad mimics a platform-native style, resembling a selfie taken on a smartphone. The typography integration is minimal, with the brand's logo being the only text present in the image. The style contrasts with typical fitness advertising, opting for a more relatable and approachable aesthetic. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of finding athletic wear that is both comfortable and flattering. The visual of the woman confidently taking a selfie in the athletic wear suggests that the product solves this problem. # Value propositions - Athletic wear that combines style and functionality - Comfortable and flattering fit for active women # Benefits - Stylish and functional athletic wear - Comfortable fit - Flattering design # Features - Matching athletic set - Sports bra with racerback design - High-waisted shorts with V-shaped seam # Call to action None used. # Social proof - None used. # Point of view - Customer: The entire image is presented from the customer's point of view, as she is taking a selfie in the mirror. # Storyline - The ad opens with a woman taking a selfie in an elevator, showcasing the brand's athletic wear. This is included to immediately capture the viewer's attention and showcase the product in a real-life setting, from the customer's perspective.