Position Xtep as the runner's favourite sportswear brand in the world Build brand associations of stylish, scientific and affordable.
A saturated market aimed at millennials, with heavy celebrity endorsements
- Created the brand strategy, persona and messaging pillars from scratch, and defined the emotional connect and the cultural context for the brand
- ‘Athletech: athleticism fuelled by tech’ – a property to differentiate the brand; curated live stream event of Xtep’s high-tech, global Sports Science Lab to Bangalore media
- A unique way to launch a product line and Sports-Life culture in India – Muhammad Ali’s sportswear range; designed an event honouring the Indian boxing coaches who had, in 1980, sparred with Ali in New Delhi; Sports-Life (make sports your life, life will be a sport) to coincide with Fit India mission
- 145+ media opportunities generated in less than 6 months from 2 events
- Positioned Xtep in multiple categories of retail, health, technology, fashion, lifestyle, health and wellness – through influencer content (reach of 2 million+) and digital content (engagement of 14%)