AMERICAN athletic shoes manufacturer Saucony, a 100-year-old company, wants to be relevant in the age of millennials.
To achieve this goal, it has introduced stylishly high-performance shoes that aim to target not only elite athletes but also the millennials, because it is the biggest group of consumer in the market.
In the Philippines the company has not only tapped professional track athletes to promote the brand but also celebrities to develop awareness among the youth, specifically the millennials, which comprised around 54 percent of the population of the country.
Precy Santos, marketing manager of Saucony in the Philippines, said the company chose Matteo Guidicelli as the brand’s latest endorser “because he can inspire the millennials to pursue a healthy lifestyle.”
The Filipino-Italian actor pursues a healthy lifestyle by joining local triathlon competitions, he explained.
“Our launching of the Everun is a reinforcement of the Saucony brand in the Philippines, especially with the the selection of Matteo as the newest endorser of the brand,” Santos said in an interview with the media at the sidelines of the launching of the Everun model.
Yael Yuson, a member of Sponge Cola, is the other celebrity endorser of Saucony. In fact, Yuson walks the talk by joining local marathons and the premier marathon event in France.
“Saucony expects it will have a stronger presence this year not only because of the drawing power of our newest endorser but also with our colorful designs that fit the different lifestyles of the millennials,” Santos said.
Aside from the attractive designs, Santos said the Everun continuous cushioning technology, combining aesthetics and superior functionality, ensures that the runner can benefit from the durability and comfort of the shoes.
With its versatile design, Santos said the flagship shoes Kinvara 7 and Guide 9 combine great degree of comfort with its breakthrough cushion that enables a user to shift from a regular run to the usual daily activities.
Santos said the boom of running events and triathlon in the Philippines are good opportunities for Saucony to grow its footprint in the local market.
She added that Saucony will mount more awareness campaigns around the country to build the brand name to more consumers. “I think it is a great time for Saucony to be in the country because Filipinos, especially the millennial group are starting to develop a healthy lifestyle,” she said.