Brief: Reposition Brand in high end performance space
Idea: Connect with core communities that should be Ron Dorffers, but aren’t yet by getting into those communities on a ground level.
How: Renewed roster of Brand Ambassadors (including Sergio Mur from “Las Chicas del Cable”) + Partnerships with 3 most elite gyms in Paris
During my time with luxury Sports Fashion brand Ron Dorff, I was tasked with repositioning the brand on a grassroots level. To do so, we partnered with the most elite gyms in Paris, Le Clay, Le Ken and Midtown Studio. These partnerships cemented our target audience in Paris, where Ron Dorff is headquartered. In parallel, I reached out to relevant brand ambassadors to our different markets. Among those was Sergio Mur, whose stardom was just beginning to bubble with his role in “Las Chicas del Cable”. I also set some direction for color blocking and social guidelines that are still in place today.
