PEARL iZUMI

PEARL iZUMi is the longtime market leader in cycling apparel. But with new competitors emerging, my task as Global Marketing Manager was to establish newfound relevance in markets across the globe. Through in-depth research into “reasons for riding” I was able to reshape our strategy and key messaging across Road, Mountain and Lifestyle categories. We were then able to define a fresh look and feel and tone of voice that would serve as a toolkit to be localized in markets worldwide.