The Unique Group Weighs on On Branding Strategy and Success of Roots of Fight
The Unique Group comments on the success of clothing brand Roots of Fight.
Toronto, Canada – September 24, 2015 /MarketersMedia/ —
The Unique Group (www.TheUniqueGroup.com), a one-stop custom brand labelling and packaging solution, is weighing in on the branding strategy and success of clothing brand, Roots of Fight.
If Roots of Fight doesn’t immediately ring a bell, it could be because the lifestyle brand didn’t make a name for itself by splashing its icon all over every item of clothing it sells. Instead, the company chose to use iconic images of past athletes to spur the growth of the brand. (Source: McCarthy, M., “How a Marketing Agency Broke All the Rules to Become a Lifestyle Brand Beloved by Stars,” Adweek web site, August 30, 2015; http://www.adweek.com/news/advertising-branding/how-marketing-agency-broke-all-rules-become-lifestyle-brand-beloved-stars-166611.)
“Branding can happen in so many different forms,” says Asher Lichtman, Vice President of Sales and Marketing at The Unique Group. “For instance, take some of today’s most popular sports brands. Nike has the checkmark, Adidas has its three stripes; those images are all over every item they sell and have become iconic themselves. What Roots of Fight has done is take the reverse approach – they’ve hidden their label and instead, branded their clothing with various iconic sports images such as Muhammad Ali and Mike Tyson. And it’s obviously working.”
Roots of Fight’s strategy is seen as effective because people can relate much easier to the images of popular athletes than they can to unfamiliar, made up images or logos. And because people can relate so well to these athletes, the athletes become the branding.
“Roots of Fight has done a great job by using iconic athletes to tell the story behind sports—fighting sports in particular,” Lichtman explains. “Storytelling is a huge part of branding but it starts with the imagery and they’ve definitely nailed it.”
Jay Z, Beyonce, and Dwayne “The Rock” Johnson are some of the celebs who can be seen wearing Roots of Fight clothing. This is because these celebrities feel a connection to the brand; none of them have been paid anything to promote the products.
“It’s important to understand that this was planned success. Roots of Fight had a vision and went about each step with that vision in mind,” Lichtman concludes. “From the way they structured or conceived their branding to the licensing deals they signed with athletes, they strategically set out to achieve their goals and now they get to enjoy the fruits of their labour.”
The Unique Group creates custom clothing labels and branded packaging supplies for a base of international clients. For more information on The Unique Group, visit www.TheUniqueGroup.com. Follow them on Twitter, Instagram, LinkedIn & Pinterest and Like them on Facebook.
For more information about us, please visit http://www.theuniquegroup.com/
Contact Info:
Name: Asher Lichtman
Organization: The Unique Group
Address: 525 Denison Street, Unit 3A Markham, Ontario, L3R 1B8
Phone: 905-479-4801
Release ID: 92090
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