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All In Equestrian
In Autumn 2025, All In Equestrian reintroduced itself with a renewed brand presence and its first collection drop on hm.com. After a seven- month pause with no active site, shopping, or customer communication, the relaunch marked a key moment for the brand’s return to market. The new collection - developed in collaboration with elite riders Malin Baryard, Peder Fredricson, Olivier Philippaerts, and Nicola Philippaerts - combined technical innovation, performance, and modern style for both horse and rider. To support the AW25 launch, All In Equestrian sought to launch five influencer marketing campaigns in Sweden, the UK, and Germany, across both Instagram and TikTok. The objective was to drive awareness and engagement around the brand’s comeback while directing traffic to its new home on hm.com.
All In Equestrian wanted to re-engage its audience with a creator-led campaign that highlighted the new collection across key markets. The brief encouraged creators to showcase AW25 pieces in authentic equestrian settings, combining performance and style, while emphasizing the passion and dedication at the heart of the sport. The goal? Reconnect with riders and spark excitement around the collection.
To bring the AW25 collection to life, All In Equestrian partnered with Influeri. Together, they identified creators who were already part of the equestrian community and could showcase the collection naturally - in the stable, a get ready with me or in everyday moments with their horses. Influeri managed the entire campaign process in close collaboration with All In Equestrian - from creator selection and content planning to performance follow-up.
This allowed creators to focus fully on their storytelling, while All In Equestrian concentrated on the creative direction and ensuring brand alignment.The result was content that captured the collection in authentic environments and everyday situations. The campaign created a presence that felt genuine and approachable, reconnecting All In Equestrian with the community in a natural and inspiring way.
With a creator-led strategy and a streamlined campaign process, All In Equestrian’s comeback became more than a collection launch - it became a re-entry into the community. By partnering with creators who genuinely live the sport, the brand reconnected with riders through content that felt real, relatable, and rooted in passion. Across three markets and two platforms, the campaign delivered strong engagement, meaningful traffic back to hm.com, and a renewed presence in the equestrian world. Most importantly, it reaffirmed what the brand stands for: performance, style, and the unwavering dedication of those who go all in. All In Equestrian didn’t just return to the market. They returned to their community - and the community responded.
