JAYEI ATHLETICS CASE STUDY
THE CULTURAL AUTHORITY PLAY
Jayei Athletics is a Black women-owned activewear brand built around the MudMat®, a standout yoga mat designed to celebrate strong women of color. With a powerful mission and a product that resonated deeply within their core community, Jayei had everything needed to grow, but lacked the content system and brand authority to scale beyond their initial audience or break into wholesale and yoga studio placement.
SERVICES
SOCIAL MEDIA MANAGEMENT
PHOTOGRAPHY
SOCIAL STRATEGY & FEED PLANNING
CONTENT FOR PAID ADS
THE CHALLENGE
Jayei Athletics had a compelling story and a product worth talking about, but the content wasn't saying it at scale. The brand needed more than visibility, it needed authority. Securing wholesale placements and yoga studio partnerships meant a visual identity that reflected the cultural depth behind the brand, and a content system that could build trust with an audience that hadn't discovered them yet.
THE MUSE SOLUTION
Cultural Storytelling First. Brianna built the entire content strategy around authentic cultural representation, positioning Jayei not just as an activewear brand but as a movement for strong women of color. Every frame intentional, every campaign rooted in the mission.
Influencer Alignment. A curated gifting program matched the brand with influencers who genuinely lived its values, producing organic, high trust content that felt like community, not advertising.
Full Funnel Growth. A refreshed visual content system paired with strategic paid ads moved new users from discovery to purchase, organic and paid working together, not separately.
Art Direction & Production. Every shoot built around the brand narrative, celebrating strong, diverse women in motion, imagery that gave Jayei the credibility to approach wholesale buyers and yoga studios with confidence.
PHOTOGRAPHY & DIRECTION
Brianna led creative direction at the intersection of cultural identity and aspirational lifestyle. Capturing strong women of color in motion and building every frame around the MudMat® story established Jayei Athletics as a visual authority in the wellness space. These assets were engineered to convert, proving the brand's mission through high end storytelling that resonated far beyond its existing community.
SOCIAL STRATEGY & IMPACT
Through a full content system, Brianna curated a feed that positioned Jayei as both authentic and highly aspirational. A refreshed content approach paired with curated influencer gifting let the brand launch into new audiences with trust already built in. Organic storytelling aligned with targeted paid campaigns meant every touchpoint drove toward community growth, revenue, and wholesale credibility.
THE RESULTS
Back-to-Back Sellouts. Consecutive sold out drops established the brand as a cultural leader in women's wellness and yoga.
198K New Users in 90 Days. Organic content alone drove massive reach, minimizing ad spend while maximizing visibility.
A System That Sells. Organic and paid channels working together seamlessly to drive sales and community growth.
Wholesale Credibility. Positioned as the leading authority for women of color in wellness, opening the door to wholesale and yoga studio placements.
"In just four months, our organic following grew by almost 300% and strategic ad campaigns helped reach $5K in sales within a month. Jayei Athletics is now expanding our product line and adding wholesale to our business strategy." — Karyn, Founder of Jayei Athletics
SOLD OUT
Back-to-back sold-out drops and wholesale expansion into yoga studios.
89%
NEW USER GROWTH IN MONTH ONE
107%
INCREASE IN REVENUE
5k
IN SALES WITHIN THE FIRST MONTH