B$Z: Pearl Izumi Pledges to Take Back Endurance Sport for the True Athlete
The new brand position, “Endure & Enjoy", celebrates the passion behind, and the results of hard work —a core value that all endurance athletes share. Pearl Izumi believes that the sport is a sanctuary for anyone and everyone who yearns to sweat, sacrifice and suffer their way to earned enjoyment. To an extent, endurance sports have lost their way and Endure & Enjoy wants to remind people what it is all really about.
This week, the new position will come to life in a series of traditional media outlets, on site grassroots marketing and social media activation. The first ad— a TV spot— is called “Would You Still Do It?” and is airing throughout the week during the TV race telecast, online USPCC Tour Tracker coverage as well as in the festival during the race. On site the campaign has a grassroots component where professional riders and everyday athletes are asked to sign the Endure & Enjoy Pact.
The following is an excerpt from the Endure & Enjoy Pact:
I will endure.
I will enjoy.
I shall only partake in this crazy sport I love, because I love it.
And I will quit when I quit loving it.
I am a representative of this sport.
As such, I will do my part to take the “ass” out of ambassador…(read more).
“We feel very confident that the new brand position will help connect the brand to male and female endurance athletes by celebrating a universal truth about endurance athletes and at Pearl Izumi – we find joy in pushing the limits of what’s possible.” said Geoff Shaffer, VP of Global Marketing at Pearl Izumi. “We reached out to our strategic agency partner, CP+B, that has a leading research and planning group to make sure the new position was true to the brand's core values and heritage as an authentic endurance brand. Pearl Izumi has been a leading brand in the cycling category for decades, and we see this as a turning point to re-energize the brand as we build momentum heading into 2016.”
The new branding will also roll out two new product collections, Pursuit and Escape, which will be revealed for its cycling category at Interbike next month. The Pursuit line is aimed at athletes who are driven by setting and chasing goals, while Escape is aimed at those more inspired by the adventure. No matter which apparel collection an athlete relates to, Pearl Izumi encourages them to Endure & Enjoy their sport.
Sign The Pact by sharing it at: http://thepact.pearlizumi.com/. As a member of The Pact, Pearl Izumi will send you an Endure & Enjoy stem cap.
announcers David Towle, Connor Shreve and guest personalities and
athletes by listening to the Pearl Izumi Endure & Enjoy podcast
throughout the remainder of the USA Pro Cycling Challenge on iTunes: https://itunes.apple.com/us/
Shop custom Pearl Izumi USA Pro Cycling Challenge apparel at: http://shop.pearlizumi.com/shop.php?shop=uspcc.