Ja'Marr Chase and Kevin Hart Clash at Fabletics Press Conference

Activewear brand Fabletics has launched its first-ever apparel collection with Cincinnati Bengals' wide receiver Ja’Marr Chase. This marks the brand’s first partnership with a professional athlete.

To support the collection and drive overall awareness, the brand has released a digital campaign, 'Chasing No One', that includes several long-form films created and produced in-house.

"'Chasing No One' was born from a shared point of view," says Chris Petrick, Fabletics' SVP of creative and production. "Ja’Marr doesn’t follow legacy paths, and neither do we. He’s 'The One' in his sport, and we believe our product belongs in the same conversation at the top of performance wear. The idea reflects a brand and an athlete who aren’t chasing credibility or tradition, they’re building what comes next."

Directed by Chris, the first spot in the campaign shows Ja'Marr at a playful press conference that’s interrupted by fellow brand ambassador Kevin Hart. The second spot, also directed by Chris, is a stylish fashion-forward promo video for the 'Chasing No One' collection.

"Both films carry the same message, but they move differently," says Chris. "Humour has always been part of our brand DNA, and we don’t see it as separate from premium storytelling. The press conference gave us an opportunity to subvert expectations, while the collection film showed where the product lives. Together, they create a launch that feels entertaining, elevated and cohesive."

Ja'Marr was treated as a true partner by the brand; the design team worked closely with him on product details, fit and feel for the new limited edition apparel, and the campaign's creative direction presented room for the athlete to play and be himself.

"Ja’Marr isn’t just winning games, he’s shaping culture. His style, confidence, and independence resonate far beyond football. For us, that made him a natural fit. He's someone who dominates performance-wise but also understands influence, identity and ownership. That’s the future of Fabletics."

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In an announcement for the campaign, Fabletics co-founder Don Ressler described this 'new era' for Fabletics as one that lies at the intersection of peak performance and distinct personal style. And it's this philosophy that will shape the company's creative output going forward.

"You’ll see us continue to treat athletes not just as performers, but as cultural leaders," says Chris. "That means more editorial energy, more lifestyle context, and more individuality. Peak performance is the foundation -- but personal style is how it shows up in the world."