Pearl Izumi, the official merchandiser of the USA Pro Cycling Challenge (USPCC), has launched a new brand position across all three product categories — cycling, running and triathlon. The new platform is called ‘Endure & Enjoy’.
Pearl Izumi felt that the USPCC was the ideal time to launch this platform given the company’s major partnership with the USPCC and the significant audience associated with the pro cycling event; the USPCC is one of the biggest cycling stage races in the US.
The new brand position, ‘Endure & Enjoy’, aims to celebrate 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.’
Pearl Izumi adds that ‘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.
Athletes can Sign The Pact by sharing it at: thepact.pearlizumi.com. As a member of The Pact, Pearl Izumi will send athletes an Endure & Enjoy stem cap.
Athletes can also join 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: itunes.apple.com/us/
