The first step in our solution redefined the logo, adding the feel of slack in the line, and bringing the action up above the ground. Framing it out with “Extreme Outdoor Adventures” completed the lockup, and now we’re playing with something different. At the same time, we worked closely with Slackers’ product development team to deliver new color palettes on both product and branding, as well as new product innovation and testing.
Next, we took a deep dive into the research. Oh, and we partnered with an amazing group of young freestyle athletes at the Austin Parkour gym to get a feel for their excitement playing outdoors. It was clear; it’s about perspective and exhilaration, getting off the ground and taking away limits. It’s about elevating playtime above expectations.
From our new vantage point, PLAY IN THE AIR was born. We’re Taking The Ground Out of Playground. Naturally, visual and digital campaigns changed perspective too. Suddenly, we’re alongside these inspiring young athletes, looking up to the air, and exploring the activity happening against a blue sky view.
Phase one saw online and physical retailers sell out of inventory during the most recent holiday season.
Phase two launched at ToyFair NY, showcasing new packaging, new product innovation, sales collateral, and an experiential trade show booth.
Now, the ongoing creative campaign backed by a comprehensive media strategy continues to deliver record breaking sales. We’re inspiring kids and their parents to get outside and PLAY IN THE AIR.