A recognised sports fashion brand sought our help to renovate their global brand positioning. This well-known and formerly well-loved brand wanted to reignite brand appeal and be relevant to a broader gender-neutral target audience, without alienating their current consumer base.

We ran a comprehensive and robust phased programme including multi-country consumer ethno’s and strategic workshops to explore and develop a range of positioning possibilities. The initiative culminated in a validation of a fully worked brand model and a brand roadmap of activities for the next 3 years.

An aligned cross-functional team now excited about the brand’s future. The business now has a clear brand identity model and strategic roadmap to make its vision a reality.