Saucony, Inc. unveiled its new brand initiative and visual identity. The multi-faceted program is part of Saucony's offensive marketing strategy to “create the strongest running brand in the industry.” The new brand platform, that includes an updated logo treatment and new advertising campaign, is intended to clarify and amplify Saucony's position in the performance running market.

Saucony's aggressive growth is reflected in the latest Running Specialty Shop Retail Audit, conducted by Sports Research Partnership, a joint venture of SGMA International and Sports Marketing Surveys. According to the report, Saucony has steadily advanced into third place in the run specialty channel with a 12.4% year-to-date market share in dollars, considerably influenced by the successes of the award-winning ProGrid Triumph 4 and the ProGrid Omni 6.

“The latest industry data indicates that we're on target and building momentum,” said Richie Woodworth, president of Saucony. “We're fully aligned: Our product is working at retail; our team is energized; and now our marketing direction is crystallized, pulling it all together. We're confident that this new brand platform will communicate a more accurate representation of the brand and provide consistency across all consumer touch points,” said Woodworth.

Brand Discovery
Partnering with noted branding and design agency Degrippes Gobé, New York City, the new brand identity was developed after Saucony surveyed and analyzed how the company's existing brand and messaging resonated with consumers and employees, as well as run specialty, sporting goods and athletic retailers.

“Saucony is an authentic company fanatically devoted to running and genuinely obsessed with finding ways to make it more enjoyable and rewarding for the consumer,” said Judd Harner, president of Desgrippes Gobé (DG). Our research showed that the Saucony brand did not need to be reinvented: It simply needed more clarity, consistency and a fresh visual image,” added Harner.

Integrated Marketing Program
The new brand platform will permeate everything they do and will be communicated through the following marketing initiatives:

  • Saucony's visual representation introduces new logos (available upon request), that provide consistency across all of the brand's offerings and demonstrate pride in the company's legacy as a company by runners and for runners.
  • The print campaign, also developed by DG, consists of product-focused images highlighting Saucony's new collection of performance footwear, including the ProGrid Paramount and the Grid Sinister. Accompanying copy captures the fervent mindset of the loyal runner. The campaign is appearing in both vertical and lifestyle publications, including Runner's World, Women's Health and Men's Journal from May to December 2007.
  • A stadium inspired in-store display program, that provides an authentic connection between Saucony and the world of track and field, will debut in September 2007 (images available upon request).
  • All Saucony Performance Athletic shoes will boast updated packaging and tout the brand's new manifesto.
  • Saucony will launch its new online initiatives, including a revamped brand site and a specialized retail education site, during Summer 2007. The online initiatives are designed to serve as an inspirational, motivational and educational meeting place for the running community.
  • Event sponsorships, retail support programs and athlete sponsorships will all reinforce the brand's unwavering commitment to the sport of running.

Saucony Apparel and Originals
In addition to new branding, Saucony recently announced expansion into performance running apparel. Setting a new milestone for the brand in the U.S., the Saucony Apparel line, a performance collection that draws inspiration from running culture, will debut at Outdoor Retailer Summer Market 2007, with a retail launch planned for January 2008.

The Saucony Originals casual line will use the reactivation of a 1980's logo capturing the retro feel of the brand's athletic shoe profiles of the past. The Originals line will also have its own integrated marketing program set to launch in early 2008.

Marketing Leadership
Joining the Saucony team and President Richie Woodworth in this effort are Susan Dooley, vice president of marketing for Saucony, a veteran in sports and consumer marketing, and Sharon Barbano, Saucony's vice president of public relations and events, a former world-class runner known as a key player in sports marketing and media relations.

“Having an aligned brand positioning platform is vital to the success of Saucony,” said Susan Dooley, vice president of marketing for Saucony. “In addition to elevating our brand image, this positioning will also serve as the guiding principles of our short and long-term strategic growth,” she added.

Saucony's new look will be officially unveiled to the trade at Outdoor Retailer Summer Market 2007.