Ad of the Day: Supermodel Irina Shayk Blows Your Mind by Working Out in Jeans

180's latest crazy spot for Replay

Headshot of Tim Nudd

You might not actually want to work out in denim jeans. But it's good to know (maybe?) that you could—and that the heads of anyone watching you in the gym might just explode with admiration (and/or confusion?) as they witness a new kind of workout clothes in action.

This is all according to 180 Amsterdam's latest bit of eye-popping absurdity for fashion label Replay, makers of the aforementioned denim gym pants.

Replay has come up with something called Hyperskin—a material that comes in handy in the so-called "Athleisure" category, which seems to be mostly about exercising in apparel that looks like street clothes. To show Hyperskin in action, the brand recruited Russian supermodel Irina Shayk (aka, Cristiano Ronaldo's ex-girlfriend) for an explosive product demo—executing a series of yoga moves, while wearing the product, which literally blows the minds of those around her.

180 and Replay have traded in this kind of stylish preposterousness before, notably in their 2014 "Eco Warriors" spot. The new commercial was directed by the duo Tell No One and produced by Good Egg in London.

"We're hyper proud to be introducing the new Hyperskin," says Replay CEO Matteo Sinigaglia. "Wellness is no longer a trend; it's the perfect balance between body, soul and the environment: it's a philosophy and a lifestyle. Replay took this as an inspiration to merge it with its denim DNA and created Hyperskin: a revolutionary product able to combine performance, lightweight and 100 percent natural fibers."

If they can make workout clothes that look like pajamas, then we might consider it.


Client: Replay

CEO – Matteo Sinigaglia

Director of Communications – Lorenza De Mattia

Agency: 180 Amsterdam

President and Chief Creative Officer – Al Moseley

Managing Director – Stephen Corlett

Executive Creative Directors – Dan Treichel & Dave Canning

Creative Directors – Martin Beswick & Stephane Lecoq

Graphic Designer – Kate Shearer

Brand Director – Katharina Schablitzki

Account Manager – Nicole Scopes

Planner – Clare Satterthwaite

Producer – Meredith Bergonzi

Business Affairs – Pamela Villaflores

Print Production

Photographer – George Harvey, London

Retouching – Jan Willem Dijkstra @ Left Hand Retouch

Film Production

Production Company – Good Egg, London

Director – Tell No One

DP – Ben Fordesman

Producer – Malachy McAnenny

Executive Producer – Julia Reed

Casting – Sophie North @ Sophie North Casting

Editing – Final Cut, London

Editor – Suzy Davis

Assistant Editor – Peter O'Donovan

Offline Producer – Frankie Elster

Post Production – MPC, London

Flame Supervisor – Iain Murray

Online Producer – Hannah Ruddleston

Sound – Randall MacDonald @ Wave Studios

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 29, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT