Soffe, Fayetteville, N.C., has launched a new marketing campaign and rebranding effort focused on the power of “we” in the young women’s fitness market.
The new “Strength Is In Us” campaign was designed based on the results of a September 2014 poll of 1,000 young women, which found that more than half of the respondents were not motivated to exercise by most athletic apparel brands’ advertising campaigns. Results showed that accomplishing something alone does not motivate young women, nor does exercising alone, with 81% reporting that they are more motivated to exercise with friends or on a team, 92% saying they believe they are more powerful as a group and 91% saying they want to be part of something bigger than themselves.
Soffe is changing to reflect this truth, from product development to how the brand speaks to young women and helps bring them together. “We looked at our brand historically and this cultural trend among women,” says Paul Anderson, marketing director, Soffe. “We really saw an opportunity to reconnect with our core customer and propel the brand forward by bringing something different to the table.”
In line with the new campaign, Soffe also is leading activities to bring young women together online and in person, from anti-bullying efforts to working to ban the #selfie and replace it with #notselfie, to events.
Reflective of the brand’s new insight into young women, Soffe’s new spring 2015 line will feature more sophisticated looks with top-quality fabric and technology at an affordable price, according to the company. The line includes new shorts, capris and tank tops with SoffeDri moisture-wicking fabrications, and will feature new silhouettes, patterns and ruched detail.
“The ‘Strength Is In Us’ is much more than an advertising campaign,” Anderson says. “Unlike any other brand, we’re helping to connect young women with each other in authentic ways so they can be a part of something bigger than themselves.”
For more information, visit soffe.com. — L.M.
