B2R is emerging in the performance running category, specifically within the minimalist movement. Eric Orton, world-class trainer, was inspired by the book, Born to Run, and launched a company to continue this minimalist movement and to develop products, training equipment and supporting services to match.
SA was selected to develop a brand strategy and plan for the launch. Logo, videos, packaging and subsequent materials including web, social media, PR and event-based strategies are now being prepared for a launch in Q3 2011.
While specific plan benchmarks have been established, it is too soon to quantify the results.