Address multipliers at eye level
Fizik is the premium sports brand of the Italian saddle manufacturer Selle Royal, which is one of the market leaders in its sector with annual sales of up to 14 million saddles. Selle Royal exports from Italy to more than 30 countries and has a market share of over 60 percent in Germany.
With "Freek", creative director Kai Stuht created an overall concept for addressing freeriders, the most image-important target group in the mountain bike sector, which pulled out all the stops from packaging, product colour, POS presentation, promotion to advertising at eye level. According to Fizik product management: "the strongest communication package in recent years".
