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ICE Cool Thinking - with SKINS
"When we launched in November '06 everything was pretty much stacked up against us.
We were an ‘upstart' and unknown brand from Down Under launching into the world's most competitive and saturated retail environment - and attempting to take on some of the world's biggest sports brands. "On top of all that, we were creating a new technical sub-category in compression clothing that commanded a premium price point.
"But, instead of slipping in, going about our business quietly and hoping to stay under the radar of the Big Boys, we made the decision to go in all guns blazing and splashed out an unprecedented £500K on a provocative TV and press campaign. The risks were high, as were the levels of anticipation!
"The campaign resulted in major trade awareness and interest - while also managing to collect a few raps from the ad authorities and media owners along the way (helped by using pictures of hairy women and raising a cheeky two finger salute to elitism in the world of athlete sponsorship!).
"The decision to go in hard was born out of the typical Aussie competitive sporting spirit - something that very much epitomises what we stand for today. Three years on, we continue to grow from strength to strength - we're leading the compression category, have seen significant sales growth, are benefiting from a wide and diverse distribution base and are rapidly expanding our product range."
If you're interested in stocking Skins unique heat-defeating ICE range or any of its products call 01543 420 550 www.skins.net
