THE CHALLENGE: This world class event had expanded exponentially but the collections and race collateral lagged far behind. I needed to take a global race with a weak brand image to a new and relevant place with a strategy that energized the runner's experience and boosted sales.
THE SOLUTION: My design strategy was informed by my retail success at Gap and Old Navy. I targeted a wider customer base by expanding the product line by tapping into current cultural trends that informed my designs. I developed bold, colorful race swag of all kinds from signage to medals and baby graphic apparel. Sales skyrocketed - a big win for this world class event.
My enthusiasm for running as a 12 time NYC marathoner also informed my designs.
I want high performance, comfortable gear to run in as well as fabulous commemorative products to bring home - like a medal!
The core design: each campaign was launched with an iconic graphic that became the official race shirt.
Here are some of the top selling tee shirts.
The new apparel collections found their way into every product line for both the runners and the spectators. The collections included baby bibs, beer steins, coffee mugs, medals - you name it. We had something for everyone!
Nothing like a great FINISH!