Major Re-Branding And Product Re-launch
Ultra Athlete
CHALLENGE:
Ankle braces for high school, college and pro athletes have been around for more than a century. There have been no major innovations in the category in 25 years. Until now. Introduce Ultra Athlete and the revolutionary, game-changing technology of its Ultra Ankle® brand to athletic trainers, coaches, athletes, parents and distribution channels. And do it cost-effectively.
SOLUTION:
Develop a multi-faceted strategic approach to the introduction of the Ultra Ankle brand, starting with a brand hierarchy for the parent company (Ultra Athlete, Inc.), the division (Ultra Ankle) and it's individual products (Ultra Zoom, Ultra High-5 and an upcoming new-product launch). Product naming, logo and theme development, the creation of a range of collateral, instructional and sales materials, trade-show displays, trade print advertising, product packaging - you name it - we were on it from the beginning in the creation of this dynamic, innovative brand. We're also in the development stages of rebranding for the web.
RESULT:
The brand launched to immediate critical acclaim and sales success and, in October of 2011, Ultra Ankle landed a multi-year, multi-million dollar distribution contract with one of the largest medical distribution companies in North America.