Goalrilla. THE POWER TO CHANGE YOUR GAME.™
Awareness studies revealed that Goalrilla basketball hoops were highly ranked among the offerings in high-end residential systems. Years of distribution with the industry’s top retailers and specialty stores help create a leading market share for Goalrilla in the relatively small high-end segment. Goalrilla, differentiated as the Toughest Basketball Systems On The Planet,™ offered an authentic basketball experience in the driveway. Goalrilla’s unique engineering, manufacturing and network of coaching expertise also put the company in an excellent position to build tough, authentic sports training equipment for other sports segments. The objective, and challenge, was to communicate the paradigm extension from providing an authentic basketball experience to showing Goalrilla as a source of expertise and tough equipment in several sports categories, including basketball.
Goalrilla’s marketing and engineering worked with DBD during the product development phases to establish a new Goalrilla identity without losing the powerful legacy that Goalrilla basketball had established. New identity extended to every part of the product design – including the placement and the color of powder coating and inks used to identify the former and new product. The specifications for the new equipment were driven by the history of Goalrilla as The Toughest Systems On The Planet.™ Importantly, Goalrilla consulted with the training expertise of professional trainers and coaches to develop the product line and the communications. Several generations of prototype products and communications were developed during the collaboration, and were tested among young athletes.
New branding was developed for use in the product, in the store, electronically and in collateral – all to support the history of Goalrilla as a tough system of equipment and expertise that delivers and authentic training experiences at the home or on the field – in several sports categories. The B2B sell-in was critical, and included showing a fully developed consumer message.
New branding solutions included:
- Final new consumer look and feel of the product line
- B2B message and presentations to introduce the new Goalrilla paradigm
- In-store presence in POP and packaging (Goalrilla product wasn’t formerly sold in boxes from the shelf).
- A New Goalrilla logo, joined by the new tag – THE POWER TO CHANGE YOUR GAME.™
- A new consumer website, expanding the product line across several sports categories, directing users to big box stores and specialty dealers across the country.