Pearl Izumi – Project E:Motion – Pickpockets and Loose Women

Can a running shoe be too efficient?

opportunity.

How does an underdog take on the giants of the run category – Adidas, New Balance and Nike?

solution.

By bringing to market a fresh, irreverent voice that proves your innovation chops

/ client

Pearl Izumi

/ project

Product Positioning
Product Launch
Sales Tools

more to the story.

Pearl Izumi is a leader in the Ride and Triathlon apparel categories. But now, they decided to change their challenger standing in the Run category and become a household name. Our challenge: position, name and market a new product line in a highly saturated, heavy-spending and aggressive space. Our strategy: Dark humor. The global sales team said “We have never had this clear, connected and powerful of a story to take to market.” Initial sell-in of the brand at retail was up 208%.