Roots of Fight’s Brilliant Activation Campaign
Roots of Fight is fast becoming a premium clothing brand within the fitness industry and beyond. The brand is described as “a media and lifestyle brand represented by an artistic line of clothing depicting the stories of iconic fighters and innovative athletes”. Because of their efforts in activating their brand and marketing it correctly and effectively, Roots of Fight has grown at a tremendous pace and shows no signs of slowing down. The company has used boxing legends such as Mike Tyson, Muhammad Ali, Joe Frasier and Rocky Marciano to attract customers with the “big names” in the given sport. Each collection of clothing tells the story of the fighters’ struggles and successes with dates, locations, and nicknames all present on different apparel offered for sale. The website also has a blog on their site which gives insight into the historic battles of these athletes, furthering the connection between the customer and the legends they now wear on their bodies.
Activating the brand was not simple however. By having to attain licensing agreements with the fighters, they were able to access old pictures and film footage in order to create a YouTube channel and promote the brand by telling the legacy of the fighters. The likes of Jay-Z, Dwayne “The Rock” Johnson, Ronda Rousey, and even Ultimate Fighting Championship president, Dana White, have all been seen proudly sporting the line, furthering its promotion. The brand of clothing became popular with celebrities who were not paid to endorse the products, yet the superstar supporters respect the message that Jesse Katz and Richard Lawley, creators of Roots of Fight, have been trying to convey: These fighters paved the way for everyone that came after them, and did so through grit and hard work. With the kind of free brand activation that Roots of Fight has received, it is no surprise the company has boomed and now sits as one of the most sought after apparel producers in the fitness industry. Normally, companies pay millions for celebrities of that calibre to promote their goods or services. However, through building a strategic campaign for their business and directed towards the correct audience, Roots of Fight was able to have their brand exposed willingly by such individuals because they genuinely believed in the brand.
The recent addition of Chuck Liddell to the brand signals their intent to continue adding modern day legends to the line. The Rock was in the process of producing a line for the company, however this may have been halted due to his own brand, “Project Rock,” affiliated with Under Armour. While the brand continues to grow by adding more and more legends to its line by activating the legacy of others, it is now building its own.
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