Pearl Izumi is a leader in the Ride and Triathlon apparel categories. For 2013, they created an entirely new platform for their Road, Trail and Tri running shoes. Our challenge was to position, name and market this new line in a highly saturated, big-spending and competitive space.
The concept behind the product was to create a smooth, efficient stride – and ultimately, the world’s most fluid running experience without using gels, air bags, or other gizmos. Aimed to deliver Efficiency in Motion, we named it “Project E:Motion.” Genesis worked on every phase of the marketing program. A simple and differentiated story drove the sell-in strategy, and an interruptive, bold “Downsides of Efficiency” campaign was created to drive the sell-through.
Response from specialty retailers and consumers has been well beyond projections. That’s the upside of a solid campaign.