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PEARL iZUMi
How do you connect with riders in an emotional and breakthrough way, when you are an inclusive brand in an exclusive category?
Challenge:
The brands strengths were purely functional. To be competitive, we need to create an internal culture that prioritized emotional connection with riders. Key to our success was going to be owning the space, not the race - meaning that we needed to capture the broader bike space, beyond performance road racing.
Solution:
We did extensive research to define our core segment and develop an insight that connected on an emotional level.
We then generated a new brand platform and brought it to life with an omni-channel approach.
Results:
New customer acquisition grew as we became a brand that stood for something.
Net new customers to the brand drove 95% of revenue that year.
With strong creative and our decision to increase media spend by 50% YoY we saw a 214% increase in incremental revenue.
The Start.
When we stayed grounded in the fact that bicycles are wondrous machines, we realized we don’t exist to make cycling shoes and apparel. We exist to enable people around the world to ride bikes.
Because every pedal stroke sends each of us, and all of us, hurling wildly, wonderfully on to what’s next. Up the next hill. Around the next corner. A litter farther from the world as it is. A little closer to the world as it could be.
“Here we go,” became a celebration of the positive impact we can have on our planet, our communities, and ourselves, through bicycles.
It liberated us to a higher place which allowed us to answer our initial challenge: own the space not the race.