Building a quality brand was a top priority at Yonex, a Japanese sporting goods manufacturer. Generally unfamiliar to many US golf, tennis, and badminton enthusiasts, Yonex tapped into the Challenger Brand Marketing® experts at Gumas to help them better compete with their larger, better-financed competitors. Gumas studied Yonex’s current customer base as well as the competitive landscape to build a strategy that allowed Yonex to compete with the gorilla brands in each sports category in a manner that leveraged Yonex’s endorsement partners as well as better connected with their consumer and drove them to action.
For several years, Gumas designed and produced the annual Yonex Catalogue which established the annual brand theme and marketing strategy. Additionally, Gumas built out the annual themes, by product (golf, tennis, and badminton) through the creative development of print ads, digital banners, and videos. Working collaboratively with Yonex Marketing, Gumas brought the creative campaigns to life by applying US sensibilities to Japanese initiatives.
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