Step One is an eco-friendly apparel brand offering sustainable, ultra-comfortable bamboo underwear designed with innovative anti-chafing technology for everyday wear.
Get unlimited access to analyze competitor ads, save creatives, and discover winning strategies.
See all ads on AdLibrary →Step One was founded on the Gold Coast in 2017 by Greg Taylor after what he describes as 'an unbearable chafing situation.' The brand makes men's and women's underwear from bamboo viscose, marketed for comfort, breathability, and anti-chafe properties. Step One used bold direct-response Facebook creative and TV advertising in Australia and the UK to grow from a bedroom business to an ASX-listed company (ASX: STP) in under five years. Also searched as Step.
Step One's advertising is built on a single, relatable pain point—chafing—communicated through direct-response creative that is funny enough to share and specific enough to convert. The founder's 'unbearable chafing situation' origin story anchors video ads with authenticity, while material proof points (bamboo viscose, soft waistband) close the sale. Explore their ad library at AdLibrary.
Facebook and Instagram were the primary growth channels in AU, with Step One running some of the most-watched direct-response ads in the Australian DTC space. Video creative with humorous chafe-prevention scenarios outperformed every other format tested. The UK expansion used the same creative framework with localised humour. TV advertising in both markets provided brand-building reach at scale.
Copy is direct, humorous, and specific: 'Finally, underwear that doesn't chafe,' 'Made from bamboo—softer than cotton, naturally breathable,' 'No more readjusting.' The founder's story runs in longer-form video. Social proof (review counts, Trustpilot ratings) features in conversion-stage creative. FSC bamboo certification is deployed as an ethical and quality differentiator.
Step One is the definitive Australian example of a problem-aware consumer insight ('men hate chafing but don't talk about it') being turned into a breakout direct-response advertising strategy. By naming the pain point explicitly and humorously, Step One made an embarrassing problem speakable—and in doing so, unlocked a conversion rate and share rate that polite underwear advertising could never achieve.
Searching for Step One? Whether you type Step One ads, Step ads, Step One Meta ads, Step One TikTok ads, Step One Google ads, or see all Step One ads — this page surfaces every active and historical Step One creative we have indexed. Browse the full archive at Step One ad library. Related queries: Step One ads, Step One ad library, Step ads, Step ad library, see all Step One ads, see all Step ads, browse Step One ads, browse Step ads, find Step One ads, find Step ads, where to see Step One ads, where to see Step ads, Step One Meta ads, Step Meta ads.
