How does a bicycle component manufacturer become larger than the sum of its parts? When you basically created the market segment that changed cycling forever, what’s a better way to re-position your footwear line than remind people about the system perfection that comes from combining Shimano SPD pedals and Shimano footwear to create “The Perfect Pair?” We were asked to develop a platform to re-position the footwear line. The Perfect Pair was the perfect way to tell the product benefit story to the sales team, trade, retailers and consumers, and to launch products from pro-performance to their new entry-level Click’R line. We created the sales and go-to-market materials, advertising, and store displays.
