Reimagining Performance For The Everyday Athlete

With exponential growth in the fitness industry, Southern Prosthetic Supplies, Inc. saw an opportunity to repackage and reposition elements of their orthotics line for a consumer audience. Launching under the Body Glove name, SPS came to Creative Tonic for help defining the Performance sub-brand and its go-to-market strategy to stand out in the well-defined, athlete-driven performance category.

The Challenge

Up against a slew of competitors with extensive histories and impressive celebrity endorsements, the Body Glove Performance brand needed a fresh approach to the category to attract the underserved everyday athlete. And, despite name recognition, the brand also needed to overcome the water sports and lifestyle driven legacy of Body Glove to connect with the goals and aspirations of its audience.

Our Approach

Build on the opportunities identified during the competitive review to target the mass market versus the niche market of competitive athletes – the primary target for their key competitors. In positioning Body Glove Performance as an aspirational, lifestyle brand, the product line is instantly more accessible to a wide range of potential audiences. From brand language to packaging and messaging, every aspect is focused on the joy and celebration of fitness versus the grind and hyper competitiveness of elite performance.

Key to the success of the brand rollout was the creation of a strong visual language that delivers a recognizable form factor across products, packaging and touchpoints. The resulting system yields a consistent visual and messaging presence for the brand at all levels.