Live For This Campaign
Giro Sport Design
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 led an in-house team at Giro to tackle this challenge head-on. In 2021, we 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 consumer category. In the end, the answer was right in front of us the whole time: Because we "Live For This".
The thing that everyone who loves Giro has in common is dedication. Our customers, just like our internal team, prioritize skiing, snowboarding, or riding bikes in their life. For them, the ride is more than just a hobby; it's a way of life. The motivation that drives the Giro product team to obsess about design is the same thing that motivates our customers to buy premium Giro products. They both want to ensure that they have the absolute best experience possible. With the new "Live For This" positioning, the goal is clear: we are making the Giro brand a way to signal that dedication to the world.