This study presents a detailed analysis of the sports fashion and wellness market, focusing on the creation of a new brand within the AR&Co group, named Welloo. The research explores the growth of the wellness sector and the athleisure trend, which combines comfort and style in versatile products suitable for both physical activities and everyday life. The study also examines the demand for products that promote well-being and preventive health. Additionally, the work addresses the importance of visual identity and branding, proposing communication and engagement strategies with the target audience, such as partnerships with influencers and content focused on self-care. Finally, the project aims to establish Welloo as a premium brand, aligned with values of longevity, balance, health, and sustainability, with potential for expansion in the global market.