In a new marketing push, set to officially launch at the Outdoor Retailer trade show in Salt Lake City, from Aug. 9 to 12, the athletic running brand will show off a new tag line and logo, which will be in addition to a series of advertising-related initiatives. The effort was created to give Saucony a new brand identity — with an emphasis on its heritage running category — and help alleviate consumer confusion over what the brand stands for.
“The intention is to be able to bring the Saucony brand to a very consistent perceived message style in the minds of our consumer and the trade community,” Saucony President Richie Woodworth told Footwear News. In the past, with multiple logos, “we were a little bit scattered in terms of the message and the logos and the visual identity the brand presented,” he said.
In an effort to showcase a consistent message, the new tag line, “A good day is when we get to run. A great day is when we inspire someone else to run,” will go on all Saucony footwear boxes and on many hangtags in stores. Woodworth said the firm’s long-standing tag line “Loyal to the Sport,” which refers to running, will also be maintained.
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