Wiggle reveals global re-brand and campaign with focus on multiple sports

By

Sandra Halliday

Published
Mar 26, 2018

Cycling maybe one of the biggest areas for growth in the global sport sector at present, but many other sports categories also seeing strong sales rises, so it's no surprise that UK cycling specialist Wiggle has relaunched itself with a new campaign and an international focus on multiple sports.

The company has been widening its offer to other sports for a while now but the latest rebrand really underlines that strategy change.

The campaign will be key to getting this new approach across. Over the last year, Wiggle said it has “undergone extensive research and customer consultation to reveal the insight that unites us all in sport. It’s that abstract feeling, unique to an individual – that rush of satisfaction, of pride, of commitment. Whatever that feeling is, it’s about doing your sport to re-live it.”

What that has resulted in is a new positioning under the tagline Get There. The goal of the positioning is “to drive reappraisal of the brand and its multi sports offering amongst existing customers and marks a significant effort by Wiggle to drive mass awareness of their brand via TV for the first time in two years.”

The star piece of the new integrated campaign brings the brand’s philosophy to life and is intended to capture how cyclists, swimmers and runners all Get There. The campaign is also being supported across social, with print and PR added in too, running across major sporting titles.

The revamp of the brand also includes the introduction of a more “contemporary style and upgraded on-site experience featuring authentic imagery.”

The almost 20-year-old brand is Britain's largest online cycling and tri-sports retailer, and also operates in over 100 countries.

It's benefiting from the global surge in interest around cycling both as a sport and as a lifestyle. But the inclusion of swimming, running, and triathlon in its lineup reflects the increasing importance of these categories. And of course, with Wiggle selling running shoes, the crossover into lifestyle retail rather than pure sports is very clear. Consumers are increasingly wearing trainers as their everyday footwear rather the more traditional shoes, even if they never use them to run in.

While they can buy such products from mainstream fashion stores and labels, accessing them by a sports specialists adds in a more ‘authentic’ element and means that sports specialists are increasingly competing with fashion stores for such sales.