Condition is a Manchester-founded sportswear brand built around a simple but powerful idea: high-quality, minimalist athletic apparel that performs without the premium price tag. Designed for gym sessions, rest days, and everything in between, Condition blends technical innovation with a refined aesthetic - creating versatile pieces that work as hard as the people wearing them.
Condition partnered with SPG after managing their paid media internally, with spend spread thinly across the UK, UAE, and US markets, campaigns fragmented across multiple objectives, and creative output that lacked the volume and consistency needed to scale. Despite having a strong product and a growing customer base, performance had plateaued and acquisition costs were inconsistent. Our goal from day one was simple: cut the waste, focus the strategy, and build a system that could scale the brand properly.
When we audited Condition's account, the issues were structural. Spend was being diluted across three markets, campaigns were duplicated across conflicting objectives, and the creative strategy wasn't generating enough volume of quality content to give the algorithm what it needed to perform. Attribution was also working against them - a 7DC 1DV 1DEV window was inflating perceived results and making it harder to make clean optimisation decisions.
Our priority was to simplify everything. We consolidated the campaign structure, tightened the attribution window to 7DC, pulled geo spend back to the UK exclusively, stripped out interest-based targeting in favour of broad audiences, and put serious focus on increasing the volume of high-quality video creative. In parallel, we worked closely with the brand to ensure their best-selling SKUs were in stock at volume - because the most effective paid media strategy in the world can't scale a product that isn't available to buy.
The result was a leaner, faster, more scalable account - one built around real signals, real demand, and creative that could actually fuel growth.
The foundation of our approach was removing everything that was creating noise and doubling down on what was working. Rather than running across three markets simultaneously and spreading budget too thin to be meaningful in any of them, we made the decision to go all-in on the UK. Condition had the strongest demand, the most brand equity, and the highest intent audience right on home turf - and concentrating spend there allowed us to build real momentum rather than testing the water in multiple places at once.
Alongside this, we moved away from interest-based targeting entirely and shifted to broad audiences. This wasn't a leap of faith - it was a deliberate decision to give Meta's algorithm the freedom to find the highest-value buyers across a wider pool, rather than artificially constraining delivery to preset audience buckets that limit learning and scale. The data backed it up immediately.
Creative volume became a key pillar of the strategy. Condition's product is visually strong and lends itself to video - so we built a consistent pipeline of quality video content that gave us the creative diversity needed to reach different pockets of the audience, test new hooks and angles, and maintain freshness across the account without performance dropping off. Creative is targeting now, and we treated it that way.
Finally, we tightened the attribution window from 7DC 1DV 1DEV to 7DC - a change that removed view-through and engaged-view conversions from the reporting, giving us a cleaner read on what was genuinely driving purchases and allowing us to make faster, more confident optimisation decisions.
