PUSH, PEDAL, PASSION - REPOSITIONING A GLOBAL SPORTS BRAND
Industry / market
PRO Bikegear is part of Shimano. As a global component- and accessory brand, PRO delivers the crucial parts of a sports bicycle, from saddles, handlebars to bike bags. Our challenge, as the global lead agency: develop a new brand positioning strategy and creative brand platform. Create sub-campaigns and content to give a distinct identity to the three different riding styles: road cycling, MTB and gravel riding.
Shift from ‘inside-out’ to ‘outside-in’. Our Brand Growth Model was the ideal roadmap to start strategy development and focus on what cycle enthusiasts expect from the brand. Involving the product development-, sales- and retail teams gave us the insights and alignment to develop a future-proof brand strategy.
We identified the specific needs of riders across categories. Every sports cycling fanatic has a distinct, emotional riding experience. This gave us the insights and clarity we needed to tell the story of what the brand and every PRO product actually does for different types of riders. Because every PRO product has a unique role in creating an epic ride.
Push, Pedal, Passion: PRO enables a better sports bicycle experience. From fast-paced road cycling, dusty gravel grinding to shredding trails on a mountain bike.
Our rider-centric creative platform became the guiding light for brand expression across different touch points across the customer journey. Cycling fanatics became more engaged with the brand and we continually reached potential buyers. As a result, we increased the mental availability.
- 6,4% increase in sales share (2018 – 2020).
- Increase in overall brand preference, PRO is perceived to be an expert in key sales groups.
- Stronger relation with local distributors.
- Renewed internal engagement around the brand.
Global repositioning, brand strategy, customer segmentation, creative platform development, content strategy, campaign development, digital, online retail and retail