Live For This
Giro Sport Design
Photography Credits: Elliot Layda,
For over 35 years people have loved Giro for its best in class products. However, in focus groups it became clear that many people didn’t have the same strong emotional connection to the brand that the internal team has always felt. I was part of a small in-house team at Giro decided to tackle this challenge head on. In 2021 Giro set out to define a new Northstar to guide the brand internally and externally in the next decade. The goal was to create an answer to the question “Why Giro?” that felt authentic in every customer category. In the end the answer was right in front of us the whole time.
The thing that everyone who loved Giro had in common was dedication. Our customers, just like our internal team, prioritized skiing, snowboarding, or riding bikes in their life. For them, the ride was more than just a hobby it was a way of life. The motivation that drives the Giro product team to obsess about design is the same thing that motivates our customer to buy premium Giro products. They both want to make sure that they have the absolute best experience possible. With the new Live For This positioning the goal is clear. We want to make the Giro brand a way to signal that dedication to the world.