Wiggle Announces Global Relaunch

Wiggle has unveiled the relaunch of its brand as it continues to refocus its multi-sports offering.

Over the last year, Wiggle has undergone research and customer consultation ahead of the relaunch to create ‘GET THERE’ – a new positioning for the brand moving forwards.

The goal of this positioning, according to the organisation, is to drive reappraisal of the brand and multi-sports offering amongst existing customers, and marks an effort by Wiggle to drive mass awareness of its brand via TV for the first time in two years.

The integrated campaign is fronted with a cinematic TV spot, capturing how cyclists, swimmers and runners ‘get there’, supported across social media and with a print campaign running across sporting titles.

The revamp of the brand also includes the introduction of a more contemporary style and upgraded onsite experience.

This is the first collaboration from the relationship between Wiggle and creative agency, Dark Horses.

Dan Staples, director of brand marketing at Wiggle said: “Our customers have all experienced ‘there’. At Wiggle, we want to facilitate that feeling, providing them with the gear, advice and inspiration to arrive at that destination again and again.

“A new set of wheels to streamline an epic descent or a fresh pair of running shoes to comfort the soles on a long, solo run, Wiggle provides the tools customers need to get there again, and again, and again.

“Customers can still expect the best products at the best prices and our renowned service, range and convenience, but the site will become a destination to inspire, educate and facilitate get there moments.”

“Wiggle is taking over in its category and beyond, no question,” says Steve Munachen, creative director at Dark Horses. “They are a sports retailing icon that inspires, and we are proud to be relaunching their brand with them.”

Simon Dent, founder and managing director at Dark Horses, said: “Wiggle are a clear leader in the sports retail sector, and this work cements that category leadership by speaking directly to their audience in the way it does. This is the start of big things to come. Watch this space.”

The ad was directed by George Messa through Rockhound. Media was planned and bought by Bountiful Cow. Brand Nation is supporting with PR activity.