Not only is the company expanding its business and distribution, it’s also launching a new, more modern look designed to fuse the emotion and passion of sport with the company’s leadership in technology and innovation. The new HEAD brand will launch globally on January 1, 2007.
With so many positive developments happening at HEAD, the launch of a new brand truly speaks of re-invention -- without exaggeration. The company is on the move on every level and across all divisions: In racquet sports HEAD will enter the sport of badminton on a global level in 2007 with a comprehensive line of gear, including racquets, shoes, bags, and apparel. A new line of HEAD-branded tennis balls will also hit the shelves across Europe and Asia. In wintersports, the HEAD snowboard division is going strong with an extensive line of innovative products, while HEAD-branded ski bindings are being introduced to the market, finally completing the overall ski, boot, binding range.
And on an athlete level, young and extremely talented tennis players like Gael Monfils, Andy Murray and Richard Gasquet are taking the spotlight on center courts across the world, unleashed after the retirement of tennis icon and long-time HEAD player, André Agassi. Skiers like Didier Cuche and Bode Miller – one of skiings most charismatic athletes – are now racing HEAD skis, boots and bindings.
Strengthening a strong brand.
For years, HEAD has been a leading, global sports brand. Some of the best ski and racquetsport athletes on the planet have endorsed HEAD, and the brand has consistently pushed the limits of what is possible with groundbreaking new technology.
But truly iconic sports brands are more than just great products: They fuel desires. They fulfill dreams. They help create winners. In order to modernize the HEAD brand and keep it relevant among today’s top athletes – both those on tour and those aspiring to be – the company has created a new positioning with more attitude, clearer differentiation and better visibility.
Corporately HEAD is moving away from being perceived as purely a technology-driven sports company. The company’s new position - «HEAD is an athlete» - embodies the attributes that describe its best players and riders: courageous, spontaneous and adventurous.
“I think there's serious benefit in making a good brand look even better, making it more in tune to its customers and more true to the company. This new look and new approach for HEAD better addresses today’s athlete and the culture of competitive sports,” said Bode Miller.
Marat Safin adds, “I’ve been with HEAD for such a long time – I really grew up with the brand. The energy at the company is so incredible right now, it’s very infectious and motivating.”
The heritage of the HEAD logo is strong and well-known throughout the world. The newly-designed logo, however, represents HEAD’s new attitude: the type is thicker and more powerful; it’s edgier with more attitude and more strength in application.
The brand’s redesign doesn’t stop at the logo. HEAD is also unveiling a new corporate color: orange. The bright, contemporary hue clearly sets HEAD apart from the competition.
“This bold, stylish approach will not only enhance our overall exposure, it will also unify the entire family of HEAD brands -- across all divisions and continents,” said Johan Eliasch, CEO of HEAD N.V.
“Beginning January 1st, our customers and consumers will see a clean and consistent HEAD brand with strong emotive values,” added Markus Hämmerle, HEAD’s International Brand Director.