MARINA, CA (BRAIN)—Sidi America has contracted Perfect Pitch Creative to provide creative services for marketing and promotions, in a collaboration that will elevate Sidi’s profile with consumers and dealers alike.
The first order of business is a new consumer ad campaign for 2010 that targets the road, mountain bike and triathlon markets. “When it comes to high-performance cycling shoes, the market breaks down into just two segments—Sidi, and everyone else,” said Garrett Lai, creative director for Perfect Pitch Creative. “It’s a terrific brand, the best in the world. And we’re going to remind people just how good Sidis are, why they’re regarded as cycling’s premier footwear brand.”
“We are very excited to be working with Garrett and the Perfect Pitch Creative team,” said Sidi America president Al Budris. “Garrett's experience and keen insights into our customer will allow him to tap into the emotion every cyclist feels when wearing the best cycling shoes on earth. Plus, his ability to communicate the heritage and tie it into benefits to the consumer will be key in executing our communications plan.”