“2nd Place” Brand Launches
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The sporting good brand “Champion” opened its doors in 1919 and continues to have brand equity. However, they recently launched a subsidiary with a product extension called “2ndPlace”.
The new brand has opened its doors for an entirely new market that has a much greater reach in the market place. The CEO, Lisa Atemeface, had this to say, “Look, by focusing on the brand Champion, we fail to capture the market of people with little to no goals…..we knew we had something here….we even worked with a major ad agency to come up with a snappy tagline “NO HOPE”……so far sales are going through the roof!”
The clothing does have some unique features. Below is what truly separates them from the competition in a heavily saturated apparel market:
- All apparel already comes with a blood stain
- Each garment has an odor that nobody can explain that we call “Worsethanshit”, we are still working on getting the trademark
- All new tops are often missing a sleeve (the factory ran out of yarn during the first production run)
Champion is in the process of a product extension called “NoWins” coming out this spring. It is designed for people who accel at having absolutely no motivation. NoWins has even set up a coaching program that teaches people to succeed at failing. The initial pilot has worked well for several runners who continually never complete their registration forms. The result is they never get to compete and have become wonderful endorsers for the brand 2ndPlace.The CEO had one last statement, “We continue to support underachievers to build the brand!”
