We knew that Pearl Izumi was a leading brand in cycling, and we had also heard that they were entertaining the thought to leverage their success into running and triathlon. A community that we knew quite well. At the time, the brand was cherry picked in the Canadian market and was not selling anywhere near its market potential.
So, Pierre Vermette, our Sales and Marketing Director, brought the brand to Momentum. Among his key strategies was products and customers segmentation: getting the brand and products in the right doors while targeting and engaging the right end users. To back that strategy, his team deployed efforts at the grass roots level, by attending multiple events, signing athletes to Pearl Izumi while also recruiting highly visible ambassadors for the brand.
Under our guidance, sales exploded from 2003 to 2011.
Reflection from our Collective