Fiber Knit

Goals

• Launch FIBER’s high-performance face mask in the U.S.
• Stand out in an overcrowded and price-driven category
• Build a premium brand presence within Amazon
• Secure early traction without relying on Amazon Vine

Approach

When the global pandemic created a rush for face masks, Brazilian sportswear innovator FIBER saw an opportunity—not to mass-produce, but to innovate. Using its proprietary 3D Knit System, FIBER developed a performance face mask specifically for athletes: breathable, washable, snug-fitting, and made from recycled PET bottles.

The mask was so advanced that it was chosen as the official face covering for Team Brazil at the Tokyo 2020 Olympics, which included athletes like world-famous footballer Neymar.

Looking to expand internationally, FIBER partnered with Paragon to launch the brand on Amazon U.S. But the timing was critical—by then, the category had become saturated with low-cost Chinese imports and offerings from global giants like Adidas and Under Armour.

Paragon developed a comprehensive go-to-market strategy:

• Built a branded Amazon Storefront and A+ Content to tell the story of the Olympic-grade mask

• Implemented full Amazon SEO and optimized the listing to match high-intent queries

• Used Sponsored Ads to target premium and sports-focused shoppers

• Launched the product on Prime Day, leveraging the high purchase intent of the event

Within the first hour, the launch exceeded expectations: the product secured 50 sales organically, eliminating the need for Amazon Vine. A launch discount fueled early conversions and built initial review velocity. As a result, FIBER’s mask quickly earned a spot among the top-ranked products in its category.

Results

• Over 50 organic sales in the first hour of Prime Day launch

• Launched Sponsored Products and Sponsored Brands campaigns focused on brand-building, not just transactions

• Reached top category rankings shortly after launch

• Built strong brand perception inside Amazon through Storefront and A+ content

• Achieved early traction without Amazon Vine or Amazon DSP

• Established a premium brand positioning in a crowded space

• Laid the foundation for sustained growth in the following months

From Olympic Legacy to U.S. Market Entry

FIBER had already proven its performance credentials in the world’s biggest sporting event. But launching in a hyper-competitive online marketplace required more than just a good product—it required precision, timing, and a clear strategy.

“By owning the entire channel—from content to ads to operations—we gave FIBER every advantage,” said Rafael Berti, CEO of Paragon. “Instead of competing on price, we built a brand. And that made all the difference.”

What We Learned

• Even in a saturated category, narrative and positioning can outplay pricing

• Launch timing matters—Prime Day can provide a fast track to visibility and momentum

• A strong launch strategy that integrates ads, content, and operations creates lasting impact

• Early organic traction can reduce reliance on programs like Vine or external media spend

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