Advantage was tasked with a complete rebrand of a revolutionary new carbon-fiber insole product designed to help athletes run faster, jump higher and reduce the chance of lower leg injuries.
In considering the development of a new brand name and positioning, we focused on the “why” – as in, why was this product developed? Furthermore, we delved into why the company exists, as an entity, and what motivates the people who work for the company every day. Our conclusion? The company and the product exists solely to help athletes win. Period. Thus, we wrote the following brand manifesto:
“We are a company created by Game-Changing visionaries committed to Winning. Our dreams, like the dreams of the elite athletes we serve are Aspirational in nature and Energetic in their relentless pursuit to become reality. We believe that our presence in sports will prove Vital to athletes and the athletic industry.”
Born was the new brand name of VKTRY (pronounced Victory) which spoke directly to the “why” of the company. The logo created for VKTRY was visually impactful and featured the universal color of winning – gold. In addition to logo creation, Advantage developed VKTRY brand guidelines that included a color palette, imagery style, typography and voice direction, all designed to appeal to the core audiences of high school and college athletes, professional athletes, coaches and athletic trainers.
In support of the VKTRY brand launch, Advantage developed targeted creative across digital media, social media, video, print and the VKTRYgear.com website
Since launch, VKTRY Performance Insoles have been adopted by dozens of NCAA, NFL and NBA teams to help athletes generate explosive power while reducing the chance of injury. I guess you could say it was a true VKTRY for Advantage!
Advantage developed targeted creative across digital media, social media, video, print and the VKTRYgear.com website