Solution

Our goal was simple: To restore LaCrosse to its rightful position as the category leader — albeit in a crowded category, and one in which major brands like Muck and Under Armour had been heavily investing to steal market share.

Our engagement started with a deep dive into consumers in key categories — both qualitative and quantitative understanding of the hunters, workers and outdoorspeople that had been slowly migrating to the competition for the past decade — to reveal the optimal strategy for LaCrosse to reclaim its relevance.

After a highly collaborative brand repositioning with our Portland-based client, Shine worked to redefine the essence of the brand — imbuing it with an authentic sensibility and hardworking edge that rings true in key markets across the country. Initial campaign efforts delivered increases in consumer appeal, message salience and brand consideration — helping LaCrosse begin to write the next chapter in its storied history.