Challenge
Shimano, the Osaka, Japan-based innovator and world-leader in cycling components has set the standard in cycling components since it began metal-crafting in 1923. To signal its new focus on developing “on-the-body” products to complement the well-known on-the-bike offerings Genesis was tasked with creating the global go-to-market materials for all levels of cycling. A broad spectrum of trade and consumer marketing tools highlighted Shimano’s Fusion Concept apparel and footwear to the commuter, adventure, sport and competition segments.
Solution
Trade Collateral Trade collateral highlighted over 2000 apparel, footwear and pedal products each season. Trade Collateral The catalog system positioned each segment and showcased the latest product developments. Website Genesis designed the S-PHYRE launch microsite, the new pro-level apparel and footwear line. Sales App Genesis created the Shimano Fusion Lifestyle Gear app trade and dealer sales tool for iOS and Android that was available in 15 languages. Sales App Our "&" global campaign showed how Shimano creates interconnected systems that work together seamlessly. Tradeshow Eurobike International Tradeshow graphics introduced apparel and footwear to the overall Shimano presentation. Advertising The "&" global campaign was utilized across digital, traditional and environmental mediums to highlight the shoe & pedal system integration. Popup Display Genesis developed the Gravity Alliance flat pedal concept and introduction collateral materials, videos and traveling exhibit. Popup Display The Gravity Alliance concept supported the launch of the expanded line of flat pedals and footwear. T-shirt Gravity Alliance was just one of the influencer programs that helped signal the breadth of the Shimano cycling product offerings.
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