Ana Ivanovic and Bastian Schweinsteiger are probably the dream couple of competitive sports. And since January 2020, the two have been brand ambassadors for the Herford in Germany-based fashion company Brax, for which, as with more and more companies, the topics of sustainability and rejuvenation are becoming increasingly important.
In this Success Story:
Challenge
How can a traditional brand be rejuvenated without scaring away the existing target group of advanced age? This was the challenge facing fashion manufacturer Leineweber GmbH & Co. KG with its BRAX brand. The company, which operates in a more traditional way, decided to take a new approach to marketing and launched an athlete partnership: with football world champion Bastian Schweinsteiger and French Open winner Ana Ivanović.
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SPORTFIVE solution
For BRAX, it was clear after a short time that the partnership with Bastian Schweinsteiger and Ana Ivanović was a "perfect match". Brand awareness, especially among the younger target group, was significantly increased after only a short time. For this purpose, the brand ambassadors were placed at Berlin Fashion Week 2020 in the presence of relevant media, trade/business partners and influencers, as well as at other events. The advertising materials were placed as rebranding elements in 63 international stores and a young, modern "Bastian & Ana Capsule Collection" was launched. The campaign also made its way into specialty stores: a convincing POS branding was also initiated at Breuninger, P&C and Co. On a digital level, the campaign was activated in numerous digital and social media.
Bastian Schweinsteiger and Ana Ivanović emotionalize the brand and represent it in a down-to-earth and empathetic way at the same time. BRAX is perceived in the target group as a modern, sustainable and high-quality brand.
Results of the campaign
All goals of the cooperation were achieved: BRAX was able to gain percentage points in all important brand attributes through the athlete partnership.
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of connoisseurs of the athlete partnership rated Brax as very likeable or rather likeable (67% among connoisseurs of the brand)
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Impressions on Instagram after four weeks (72 Posts with 139k interactions)
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of those under 40 had noticed the partnership on social media or through online advertising.
"Bastian and Ana perfectly represent our three brand values - stylish, smart, and passionate. They are the 'perfect match' to further rejuvenate our target group and emotionalize our brand in an empathetic and down-to-earth way."
Marc Freyberg, Managing Director at BRAX
Campaign impressions
