The Saucony Comeback
I've been wondering about whatever happened to these guys...
Saucony used to be an off-shoot brand of Spot-Bilt back in the day. In terms of running shoe quality, they dropped off the scene. Yet, from the words in this Brandweek article from Eric Newman, the brand is making a comeback.
They're re-positioning their brand. According to their company president, Richie Woodsworth, Saucony is working upon bringing back their focus. “Saucony was inconsistent in its story and approach to marketing, with multiple identities, brand images and logos that ran across our product categories and didn’t make a whole lot of sense to the consumers,”
In the '80s, Saucony made a comfortable shoe. I'm glad to see that they're making a comeback.
What will be interesting to see are the in-store experiences that Saucony is planning for running specialty shops. From the Brandweek article, the compnay is planning on a stadium-inspired display program that features aluminum bleachers, branded shelving units, tower displays, fitting stools and welcome mats. The brand seems to be stepping toward similar in-store programs at larger retailers, such as Dick’s Sporting Goods and The Sports Authority.
Let's see how the product fares...
Now, if Etonic can get back on track...Hmmm?
Runnin',
IronDog
Saucony used to be an off-shoot brand of Spot-Bilt back in the day. In terms of running shoe quality, they dropped off the scene. Yet, from the words in this Brandweek article from Eric Newman, the brand is making a comeback.
They're re-positioning their brand. According to their company president, Richie Woodsworth, Saucony is working upon bringing back their focus. “Saucony was inconsistent in its story and approach to marketing, with multiple identities, brand images and logos that ran across our product categories and didn’t make a whole lot of sense to the consumers,”
In the '80s, Saucony made a comfortable shoe. I'm glad to see that they're making a comeback.
What will be interesting to see are the in-store experiences that Saucony is planning for running specialty shops. From the Brandweek article, the compnay is planning on a stadium-inspired display program that features aluminum bleachers, branded shelving units, tower displays, fitting stools and welcome mats. The brand seems to be stepping toward similar in-store programs at larger retailers, such as Dick’s Sporting Goods and The Sports Authority.
Let's see how the product fares...
Now, if Etonic can get back on track...Hmmm?
Runnin',
IronDog
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