PR Case Study: How Saltine Communications Helped ALT. ATHLETICA Stand Out in Singapore’s Competitive Activewear Market
Singapore’s activewear market has evolved beyond performance-driven gym clothing, with consumers increasingly looking for pieces that can move seamlessly between workouts, work and everyday life. For emerging activewear brands, standing out requires more than attractive designs—it requires a compelling story that explains why the brand exists and what makes its products different.
ALT. ATHLETICA partnered with Saltine Communications to build brand awareness and introduce its unique approach to versatile, comfort-focused activewear to a wider Singapore audience. Through strategic media relations, founder storytelling, product-focused pitching and lifestyle-led PR, Saltine Communications positioned ALT. ATHLETICA as a home-grown activewear alternative designed around the realities of modern women’s lives.
The campaign generated editorial and broadcast visibility across lifestyle and media platforms including The Lifestyle Collective, CNA938, Shin Min Daily News and GirlStyle, helping ALT. ATHLETICA establish credibility while highlighting both its founder story and product philosophy.
Campaign Summary
ALT. ATHLETICA partnered with Saltine Communications to increase brand awareness and generate media coverage for its new approach to activewear. The campaign focused on the brand’s philosophy of creating comfortable, versatile pieces that can transition from exercise to everyday activities without compromising on style, support or comfort.
Saltine Communications developed several complementary story angles around founder Kai Lin Ng’s personal experience, the growing demand for versatile activewear and the brand’s emphasis on comfort. Instead of positioning ALT. ATHLETICA simply as another sportswear label, the campaign presented the brand as an alternative for women who want clothing that works across different parts of their daily lives.
Client Background
ALT. ATHLETICA is a Singapore activewear brand founded by Kai Lin Ng, an entrepreneur whose previous career as an Emergency Department nurse influenced the way she approached activewear design.
After spending years working long shifts in scrubs, fitting workouts into her schedule and going straight from exercise to meeting friends and family, Kai Lin found that existing activewear often forced women to choose between practicality and style. Some pieces were designed primarily for performance, while others looked good but were not practical enough for an active lifestyle.
This personal frustration became the foundation for ALT. ATHLETICA. After two years of development and extensive product testing, Kai Lin launched the brand with the belief that activewear should be able to transition naturally between different parts of a woman’s day. (THE LIFESTYLE COLLECTIVE)
The brand’s Prelude Collection reflects this philosophy through supportive, stretchy and body-flattering fabrics designed to provide comfort without feeling overly restrictive. Its understated aesthetic and versatile colour palette are also intended to make the pieces suitable beyond traditional workout environments. (THE LIFESTYLE COLLECTIVE)
The Challenge
The activewear market is highly competitive, with consumers exposed to established international sportswear companies, influencer-led brands and an increasing number of independent activewear labels. For a new local brand like ALT. ATHLETICA, the challenge was not simply generating awareness, but communicating a clear reason for consumers and media to pay attention.
ALT. ATHLETICA also needed to differentiate itself from the conventional performance-focused activewear narrative. Its key selling point was not simply that the clothes could be worn during exercise, but that they were designed around the full lifestyle of modern women.
Saltine Communications recognised that the strongest PR opportunity was therefore the story behind the product. Kai Lin’s personal experience, combined with the broader trend towards versatile and comfortable clothing, provided a more relatable media angle than a traditional product announcement.
Our PR Strategy
As ALT. ATHLETICA’s Singapore PR Agency, Saltine Communications developed a media strategy centred around founder storytelling, product differentiation and lifestyle relevance.
Rather than pitching the brand purely as a new activewear label, Saltine Communications highlighted the problem that inspired its creation: women often need clothing that can keep up with multiple parts of their day. This created a stronger narrative around the relationship between comfort, functionality and modern lifestyles.
Founder storytelling was also central to the strategy. Kai Lin’s background as an Emergency Department nurse provided a genuine explanation for why the brand prioritises comfort, movement and practicality. Her experience gave journalists a human story that could naturally connect with women who similarly move between work, exercise and social commitments.
Saltine Communications also leveraged product-led storytelling by highlighting the design and functionality of the Prelude Collection. The focus was placed on how the pieces feel and perform in real-life situations, allowing media to explore the product through an experiential rather than purely promotional perspective.
The strategy also included targeting different media angles according to each publication. Lifestyle and fashion media could focus on the look and versatility of the collection, wellness media could explore comfort and movement, while broadcast media could bring the founder story directly to listeners.
Media Coverage Secured
Saltine Communications secured media coverage across The Lifestyle Collective, CNA938, Shin Min Daily News and GirlStyle, giving ALT. ATHLETICA exposure across lifestyle, fashion, wellness and broadcast media.
The Lifestyle Collective provided particularly strong product-focused coverage by putting ALT. ATHLETICA’s Prelude Collection into a real-life context. The review highlighted the collection’s ribbed and stretchy fabric, its supportive yet comfortable fit and its ability to transition from workouts to everyday activities. The feature also explored Kai Lin’s founder journey and the personal frustration that inspired the brand.
The article positioned ALT. ATHLETICA as a refreshing alternative to activewear brands that focus heavily on performance, logos and trend-driven launches. It highlighted the brand’s understated aesthetic, versatile colours and founder-led attention to product details and customer experience.
CNA938 gave ALT. ATHLETICA an additional broadcast platform through The Wellness Hour, where founder Kai Lin spoke about prioritising comfort and designing activewear that works across different occasions. The interview explored the challenge of finding clothes suitable for work, exercise and social occasions, directly reinforcing the brand’s core positioning.
The campaign also extended into Shin Min Daily News and GirlStyle, allowing ALT. ATHLETICA to connect with additional Singapore audiences and strengthen awareness of the brand across mainstream and lifestyle media.
Campaign Results
The campaign successfully increased visibility for ALT. ATHLETICA and strengthened its positioning as a Singapore activewear brand focused on comfort, versatility and real-life functionality.
Through a combination of editorial product coverage, founder storytelling and broadcast exposure, Saltine Communications helped the brand communicate its point of difference beyond traditional sportswear messaging.
The coverage also allowed ALT. ATHLETICA to reach audiences through different media formats. Product-focused editorial demonstrated the experience of wearing the collection, while CNA938 provided a direct platform for the founder to explain the philosophy behind the brand. Together, these different forms of coverage helped build both product awareness and founder credibility.
Why This Campaign Worked
This campaign worked because ALT. ATHLETICA had a relatable problem at the heart of its brand story.
Instead of competing purely on technical specifications or fashion trends, the brand addressed a common lifestyle challenge: finding activewear that can keep up with women throughout the day. This gave Saltine Communications a strong editorial narrative that extended beyond the product itself.
The founder story also added authenticity. Kai Lin did not create ALT. ATHLETICA simply because she saw an opportunity in the activewear market. Her experience as an Emergency Department nurse and her own difficulty finding suitable clothing directly influenced the product philosophy. This made the brand story personal, credible and easy for journalists to understand.
The campaign also benefited from experiential storytelling. The Lifestyle Collective’s first-hand experience with the Prelude Collection allowed the publication to discuss the actual feel, fit, support and versatility of the products rather than relying solely on brand claims.
By combining founder storytelling, product experience and lifestyle relevance, Saltine Communications helped ALT. ATHLETICA become part of a broader conversation about how women want to dress, move and live today.
Why Brands Hire Saltine Communications
Emerging consumer brands often face the challenge of competing against established names with significantly larger marketing budgets. PR can help level the playing field by turning a brand’s unique story, founder journey and product proposition into credible media narratives.
Saltine Communications specialises in identifying the strongest editorial angles behind a brand and connecting them with relevant media opportunities. Rather than simply promoting products, the agency develops stories that give journalists a reason to feature a company and its founders.
For ALT. ATHLETICA, this meant transforming an activewear launch into a broader conversation about comfort, versatility and the changing needs of modern women.
Whether working with fashion, beauty, wellness, lifestyle or consumer brands, Saltine Communications develops strategic PR campaigns that build awareness, credibility and long-term brand visibility.
Frequently Asked Questions
How can activewear brands get media coverage in Singapore?
Activewear brands can increase their chances of securing media coverage by focusing on consumer trends, founder stories, product innovation and lifestyle problems rather than relying solely on product announcements. Stories around comfort, versatility, wellness and changing consumer preferences can provide stronger editorial angles.
Why is PR important for fashion and activewear brands?
PR helps fashion and activewear brands build credibility through third-party media coverage while introducing products to new audiences. Editorial reviews, founder interviews and lifestyle features can also provide a level of trust that traditional advertising may not achieve.
What does a Singapore PR Agency do?
A Singapore PR Agency develops strategic media campaigns, identifies newsworthy story angles, pitches journalists and secures earned media opportunities that help brands increase visibility and credibility.
How did Saltine Communications help ALT. ATHLETICA?
Saltine Communications supported ALT. ATHLETICA through strategic media relations, founder storytelling and product-focused pitching. The campaign generated coverage across lifestyle, fashion and broadcast platforms including The Lifestyle Collective, CNA938, Shin Min Daily News and GirlStyle.
What makes ALT. ATHLETICA different from other activewear brands?
ALT. ATHLETICA focuses on creating activewear designed to transition between different parts of everyday life. Its philosophy centres on balancing comfort, support and style so that women can wear the pieces beyond traditional workout settings.
Who founded ALT. ATHLETICA?
ALT. ATHLETICA was founded by Kai Lin Ng, a former Emergency Department nurse whose own experience of balancing demanding work, exercise and social commitments inspired her to create more versatile activewear.
About Saltine Communications
Saltine Communications is a Singapore-based PR agency specialising in media relations, thought leadership, founder profiling and guaranteed media opportunities for startups, SMEs and established brands.
The agency has secured coverage across publications including The Straits Times, CNA, Business Times, Tatler, Vogue Singapore, Mothership, Lianhe Zaobao and many others.
If you’re looking to increase brand visibility, establish thought leadership and secure meaningful media coverage, contact Saltine Communications to discover how strategic PR can support your growth.
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