• Brandweek, Wednesday, July 25, 2007 10:30 AM

In an effort to tighten its positioning, Saucony is unveiling a new logo, print campaign and manifesto that will be emblazoned on shoe boxes and hang tags: "A good day is when we get to run. A great day is when we inspire someone else to run." It will, however, keep its "Loyal to the Sport" slogan.

Company president Richie Woodworth admits that the company has been "inconsistent in its story," which confuses consumers. It has created a new logo that fuses its classic graphic with a lowercased brand name that Woodworth says is geared at looking "more inviting and friendly."

Seeking growth under the umbrella of new parent Payless Shoe Source, the Lexington, Mass.-based running specialty brand is also ramping up its in-store experience at running specialty shops, with a stadium-inspired display program featuring aluminum bleachers, branded shelving units, tower displays, fitting stools and welcome mats. Plus, the company will relaunch its Web site in September, focusing on building a community experience for runners.

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