Saucony's New Website Brings Brand Positioning to Life - SNEWS

Saucony's New Website Brings Brand Positioning to Life

Saucony, Inc. has announced the launch of its newly redesigned website, www.saucony.com. The new site brings the brand’s positioning to life foremost on the website’s landing page, simply stating: “At Saucony, we run.”
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LEXINGTON, MA (April 11th, 2008) – Saucony, Inc., a subsidiary of Collective Brands, Inc. (NYSE: PSS), and a leading global supplier of performance athletic footwear and apparel, has announced the launch of its newly redesigned website, www.saucony.com. The updated digital platform is a significant piece of Saucony's multi-faceted, offensive marketing strategy to create the strongest running brand in the industry. The new site brings the brand's positioning to life foremost on the website's landing page, simply stating: “At Saucony, we run.”

“With our brand positioning in place, our new website is the strategic vehicle that tells our story to the consumer,” said Mary O'Brien, vice president of marketing for Saucony. “We're confident that this new platform will communicate a more accurate representation of the brand: that Saucony is a company that exists for runners,” she added.

Saucony brings its community of runners to life with profiles, stats and interviews of the brand's sponsored runners and triathletes. What becomes even more apparent with the new website is the understanding that Saucony is not just a running company, but a company of runners and athletes devoted to inspiring those who run to achieve their very best and keep on running. Underlining that assertion, the website also highlights Saucony's employees, profiling their passion for the sport and the community of runners which they serve.

The website features Saucony's line of performance footwear and apparel, with footwear categorized by “run,” “race” and “walk” selections. Taking it one step further, a smart “Shoe Advisor” suggests a selection of shoes for the runner or walker based on user criteria that includes: type of run (run, race, walk); location of run (road, trail, track; cross-country); arch type; and degree of pronation.

Saucony has also teamed up with MapMyRun.com, offering one of the premier sources of community-based fitness content, tools, calculators, and mapping technologies for runners on the Internet today. At Saucony.com, the MapMyRun feature allows runners to find local routes, plot their runs, and log their workouts.

Saucony has greatly improved the look and feel of the site to support the brand's latest initiatives, reorganized the site to make it more intuitive, and updated the content and messaging to make it more relevant for today's runners. With a number of new features, a revamped layout, advanced browsing capabilities and higher-resolution product images, the website's intent is to also improve the online experience of runners.

“When a brand is honest about what it stands for, its values are evident in all consumer touch points,” said O'Brien. In our case, it's the running community that keeps us honest: from high school athletes to Olympic hopefuls and most important, everyone in-between. One only needs to visit our new site to see that brand honesty really is the best policy,” added O'Brien.

“Our manifesto states that for Saucony, a good day is when we get to run, a great day is when we inspire someone else to run,” said O'Brien. “We hope that runners everywhere will be inspired to not only join us at saucony.com, but get out and run,” she added.

About Saucony, Inc.
Saucony, Inc., a subsidiary of Collective Brands, Inc., is a leading global supplier of performance athletic footwear and apparel with its widely recognized brands Saucony and Saucony Originals. For more information, go to www.saucony.com.

About Collective Brands, Inc.
Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling lifestyle, fashion and performance brands for footwear and related accessories to consumers worldwide. The company operates three strategic units covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its more than 4,500-store retail chain, with its brands American Eagle™, Airwalk®, Dexter®, Champion® and designer collections Abaeté for Payless, Lela Rose for Payless and alice + olivia for Payless, among others; Stride Rite, focused on lifestyle and athletic branded footwear and high-quality children's footwear sold primarily through wholesaling, with its brands including Stride Rite®, Keds®, Sperry Top-Sider®, Robeez®, and Saucony®, among others; and Collective Licensing International, the brand development, management and global licensing unit, with such youth lifestyle brands as Airwalk®, Vision Street Wear®, Lamar®, Sims®, LTD®, genetic®, Dukes™, Rage®, Ultra-Wheels®, and Skate Attack®. Information about, and links for shopping on, each of the Collective Brand's units can be found at http://www.collectivebrands.com.


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