Before:
A premium Israeli women's sportswear brand with a beautiful product - but no visibility beyond Israel. The goal was to get in front of the right audience through the right content.
After:
We matched the brand with the right guest - a Krav Maga expert with 250K Facebook followers. Filmed a full episode where every self-defense move was demonstrated in ANI clothing. The brand fit naturally - because that's exactly what ANI stands for: you can be strong and still be feminine.
"Katia, thank you! It really did turn out beautifully. The inquiries started coming in right after the video went live."
FAQ - ANI Activewear case study
Explore the most common questions about Igor Lupinsky's personal branding project, including his repositioning strategy, LinkedIn and Instagram transformation, international expansion, YouTube growth, academic recognition, and the results achieved with SVETI.
Who is ANI Activewear?
ANI Activewear is a premium women's sportswear brand in Israel, positioned outside the mass market, with a beautiful product but limited visibility beyond Israel.
What challenge did the brand face?
ANI Activewear had a strong product but no reach outside Israel. The goal was to get the brand in front of the right audience through the right content, rather than mass-market advertising.
What services did SVETI provide?
SVETI built a brand partnership around a media collaboration, matching ANI Activewear with a relevant guest and producing an interview built around the brand, alongside a separate professional photoshoot and native advertising placements.
Who was the brand matched with?
SVETI produced an interview with David Haliva, founder of the Shadow Method and one of Israel's leading Krav Maga specialists, with a 250K-strong Facebook following. Every self-defense move in the episode was demonstrated in ANI Activewear clothing, with Katerina Baranova also appearing in the brand's clothing during filming.
Where was the brand featured?
The brand was shown throughout the full YouTube episode, in YouTube Shorts, and in Instagram Reels, with separate unboxing and collaboration content produced in both Russian and English.
How did the brand fit into the collaboration?
The brand fit naturally into the format, since ANI Activewear stands for being strong and feminine at the same time, which aligned with a self-defense episode built around real, active movement.
What results followed?
Inquiries about the brand began coming in right after the video went live.
What does ANI Activewear say about the results?
In the founder's own words: “Katia, thank you! It really did turn out beautifully. The inquiries started coming in right after the video went live.” — Veronika, Founder, ANI Activewear
What industry, location, and year does this case cover?
The industry is women's sportswear, based in Israel, from 2026.
Was this collaboration produced in more than one language?
Yes, the video, Shorts, Reels, and unboxing content were produced in both Russian and English.
What does this case show about SVETI's brand partnership services?
It shows how SVETI builds visibility for a brand through a natural media partnership - matching the brand with a relevant guest, distributing the content across YouTube, Shorts, and Reels, and combining it with native advertising and a dedicated photoshoot, rather than a standalone ad.
Where can I learn more?
The full ANI Activewear case study, including the video, is available at svetipr.com/project/ani-activewear.
.jpg)