Power Athletics Ltd.

CASE STUDY: POWER BRAND AUDIT & REALIGNMENT

Power Athletics Ltd. is the Canadian-based headquarters of the global Power footwear brand. Power designs and manufactures mid-pricepoint athletic and lifestyle shoes and retails primarily in Latin America and Europe. Power is a child of the legendary Bata Shoe Organization and continues to retail in Bata stores around the globe.

In 2007, Power Athletics Ltd. had a broad offering of products in its footwear collection. Its marketing communications were overwhelmed by singular promotional product bundles and each product category had its own language, leading to a fractured presence at retail. In addition, there was a false consumer perception that Power was only a local brand and that quality was poor.

Power saw fit to refocus its Athletic Footwear Group (AFG). Unifying collection-wide communications were needed, in addition to any top-level product marketing. Basic touchstones needed to be re-established. Regional partners required better education and access to centrally branded materials and the consumer needed a consistent, fresh message at all points of contact.


We undertook a comprehensive brand analysis and provided an updated and consolidated framework to Power. We reviewed the entire spectrum of their marketing communications, how that met with the product offering, where the brand sat in the marketplace and what competitors were saying and doing. We developed brand and product standards guides and were able to add structure and definition within the product collection, marketing and in-store contact points. The objective was to generate a positive consumer perception of Power AFG as a provider of the most reliable and desirable athletic footwear essentials in the mid-price range. New communications would strive to speak directly to the consumer with a clear and relevant message by identifying the honest reality of everyday sport.


Over several seasons since this exercise, we have implemented campaigns that progressively pushed towards the realignment objectives. A singular colour, typeface and image-style was established for improved recognition. Once-divergent sport categories were unified under one visual theme. Boxes, hangtags and merchandising were unified and simplified. A new Power AFG ethos was adopted.


THE NEW ETHOS

THE NEW ETHOS

Simplify:
• Clear, singular brand message,
• Essential product in streamlined collections

Design for, identify with and portray:
• The real, active recreational athlete,
• The honest reality of everyday sport.

The new tagline “Play On” reflects the joy of recreational sports and active lifestyles.


PRODUCT ORGANIZATION

PRODUCT ORGANIZATION

Three strata of products were developed to position the premium leaders, and to allow the majority of the collection to distance itself from the most budget-orientated products. Power was to be seen as a respectable choice by consumers. Catalogues expressed this clearly to retail buyers. Progressively rich retail pop materials reinforced the tiers; long-use basics were distributed and seasonal campaigns could be adopted. The tagline “Play On” received boosted connection to the product with a television and web campaign with a product-centred message of “I love [sport-x]. These are my shoes. Play on.”

SEASONAL CAMPAIGNS

SEASONAL CAMPAIGNS

Follow-up brand campaigns always portrayed the dual elements of recreational athletics and product. The basic anchors of colour, logo and tagline had to be present along with visuals and a message supporting active living. “My Life/My Sport” highlighted the athlete in everyone. “Ahora” (i.e. “Right now” or “Today”) promoted the imperative of getting out to play. “Join the Power Nation” was a call to adopt Power and it reflected the breadth and vibrancy of the brand.


SUPPORT

SUPPORT

Distributors were supported with improved campaign material summaries and a central website to download materials from. Before this, there was only an FTP repository.

A consumer website was fully redesigned to ensure the best display of product and message. It allowed call-outs for promotions and has maintained alignment with the broader retail campaigns.