Case Study / Free Country


Free Country is a leading lifestyle brand that produces recreational outerwear, active wear and swimwear for men, women and children at family-friendly price points. Since 1990 the family-run company has established its brand through its collections which are all constructed from high quality, high performance fabrics that feature smart styling and classic authenticity. As agency of record for Free Country since 2013, 5W has continually been tasked with increasing overall brand recognition and leveraging Free Country as a pioneer in the retail industry.

Apparel & Accessories
Free Country

As part of our strategy to generate consumer awareness, 5W aggressively targets long lead print publications, short lead media, national and regional broadcast television opportunities as well as blogger and influencer relations throughout every season. That includes top tier fashion, women's and men's interest, and sports magazines for inclusion in apparel stories. Consumer, trade and business media are also pitched in order to highlight the brand's e-commerce trends, industry news and the versatility of the product line.

To strengthen Free Country's message and further position the brand in the retail space, an array of initiatives were established. Those tactics included an extensive brand ambassador campaign as well as strategic industry tastemaker and influencer engagement for celebrities, editors, meteorologists and athletes through gifting programs geared at generating interest in the clothing. 5W has also developed and built partnerships with charities tied to youth organizations.

In particular, 5W has successfully developed, planned and executed events that boost recognition of the brand at strategic moments during our partnership. Our team organized Free Country's Press Preview event to maximize media exposure on the launch of their new active wear line, FREE2B. 5W also worked in tandem with the company on advisement and execution of their 25th anniversary event. Additionally, 5W handled the management of the brand's "Everyday Hero" campaign in collaboration with Free Country's social media team. The Everyday Hero campaign honors people who are making their mark on the world one act at a time. Free Country believes that people whose acts display selflessness, generosity, motivation, humanitarianism, perseverance and passion, deserve recognition and should be uncovered and shared. 5W worked on administering events for the honorees of the campaign and securing local media to attend, as well as extensively preparing for the one year anniversary of the campaign.

5W continues to work closely with the members of the Free Country team to accomplish its defined goal to consistently reiterate the company's dedication of delivering valued products to brand loyalists and exposing these offerings to new customers.

Free Country
Free Country
  • Secured organic placement with stars like Jessica Alba, Ginger Zee, John Davitt, Bill Evans and Kelly Bensimon in Free Country clothing, which 5W leverages for additional media coverage.
  • Raised Full Country's social media presence through celebrity, meteorologist and influencer posts.
  • Over 236 million impressions in one Year.

Increased brand recognition through top-tier media placements including:

  • FOX News
  • Good Morning America
  • Lucky
  • People
  • The Huffington Post
  • TODAY Show
  • Us Weekly


Million impressions.


top-tier media placements.

Agency of the year
PR News
PRN Platinum


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