TJ Maxx - "Maxx What Makes You, You" Campaign
The TJ Maxx “Maxx What Makes You, You” campaign celebrates individuality by encouraging women to express their personal style without rules or limitations. It positions fashion as a tool for confidence and self-definition, reinforcing the idea that authenticity, not conformity, is what makes each person stand out.
We worked with three women icons who are leading the conversation in women in sports and being uniquely themselves. Traveling around the country working with Gabby, Jordan, and Napheesa was a joy!
ClientTJ MaxxServicesFull Service Content Production
Napheesa Collier
Napheesa Collier is a WNBA star and Olympic gold medalist who co-founded a professional women’s basketball league Unrivaled to expand opportunities and pay equity, contributing to women’s empowerment by pushing for structural change and greater visibility in women’s sports.
Gabby Thomas
Gabby Thomas is an Olympic gold medal-winning American sprinter and Harvard graduate who uses her platform to advocate for equity in sports and healthcare, contributing to conversations on women’s empowerment by emphasizing education, representation, and opportunity for women of color.
Jordan Chiles
Jordan Chiles is an Olympic medal-winning gymnast who uses her visibility to advocate for mental health, body confidence, and inclusivity, contributing to women’s empowerment by promoting authenticity and resilience in elite sports.
