Chi Running: Overview
Objectives
- Reposition as a Sophisticated Consumer Sports Brand
- Refine Brand positioning & Messaging
- Design and Launch New Brand Architecture Across Three Properties
Description
ChiRunning sought to re-launch their website, updating their eCommerce technology to be compliant with new standards. After engaging in BAT’s Brand Synthesis© process, we focused on repositioning and re-launching the entire brand.
Situation
ChiRunning had developed a significant and dedicated following with multiple books, international running clinics and a variety of retail goods. However, the brand lacked sophistication in an increasingly competitive marketplace. While initially engaging to perform a simple rebuild of the eCommerce application, BAT helped ChiRunning realize the incredible opportunity afforded by re-setting their approach to the brand and developing a sophisticated set of web properties designed to better engage their audience and develop an ongoing customer engagement.
Engagement
BAT engaged Chi in a detailed Brand Synthesis© work-session which resulted in a brand and website strategy that divided the properties into ChiLiving, ChiRunning, ChiWalking and a ChiStore. BAT worked with the Client to evaluate a series of alternative CMS and eCommerce platforms to enable the maintenance and expansion of the web properties along with seamless integration between those, their online store and their CRM system. Finally, BAT updated the Chi identity system and the website properties.
Results
The new positioning has helped the Client crystallize their content strategy and has driven broad excitement with their team and partner instructors. Time will tell how it is received by consumers, we expect significant brand growth! Check back soon for the numbers.
