KINGSPORT
Home fitness and wellness equipment branding for Vietnamese market
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Client
KINGSPORT Vietnam
Duration
5 months
Services
Fitness Branding
Wellness Marketing
Lifestyle Communication
Retail Strategy
Team
Fitness Brand Strategist
Wellness Designer
Lifestyle Marketing Expert
Retail Consultant
Project Gallery
The Challenge
Differentiating KINGSPORT in a saturated home fitness market where competitors focused solely on showroom quantity and price competition, while building meaningful brand connection with Vietnamese consumers.
Our Solution
We repositioned KINGSPORT around the philosophy that "no abundance is better than happiness in life," focusing on helping Vietnamese people achieve wellness and happiness through home fitness rather than just selling equipment.
Partnership Story
Just as the name suggests, KINGSPORT is a leading distributor of home fitness and wellness equipments. However, in such saturated market, brand building was least important until the Covid-19 hit. Every distributor was competing over the number of showroom and confusing potential customers with matrix of prices. That's why we decided to bring the brand back to its basic purpose: To help Vietnamese people live richly in happiness because no abundance is better than happiness in life. This meaningful philosophy has laid the foundation for future consistent communications of KINGSPORT ever since.
Impact & Results
Established clear brand differentiation in saturated market
Built meaningful emotional connection with Vietnamese consumers
Increased brand loyalty and customer retention
Created foundation for consistent long-term brand communications