Ellesse / Focus Intl - The New Ath Natives.
Merging life, style, sport and music, a new brand story ready to be told.
Defined by active-life styles they wear, and the active life-style they live.
A name derived from the initials of founder Leonardo Servadio and a logo that combines the tips of a pair of skis with the cross section of a tennis ball, Ellesse is brand originally conceived to merge sports technology with luxury Italian design.
With giants Nike and Adidas dominating the specialist sports market, the question for Ellesse was one of direction, and which one to take, sport, technology, fashion?
Working with Ellesse and brand-distributor Focus International, my brief was to look closely at the market and present a space that Ellesse could claim in the hearts and minds of the new consumer.
Up Next - the New Ath-Native.
In depth consumer research, an understanding of the ath-leisure market, and an appreciation of Ellesse brand heritage, pointed towards a position that would leave the specialist sports consumer to Nike and Adidas, and create a style for life.
This would not be about ‘specialist’, would not be about ‘performance’, instead Ellesse would merge life, style, sport, music and culture into a brand for the ‘New Ath-Native’ - those who define themselves by the active-life styles they wear, and the active life-style they live.
Project undertaken when Creative Director at Seventy7 Group.
