REI Co-Op / Recreational Equipment Incorporated / Repositioning and rebranding North America's number one outdoor retailer.
Background
REI is North America’s number one outdoor retailer. Although endorsed, recognized and awarded annually by the industry for it’s own brand product innovation and quality, the presentation of the brand did not drive brand recognition with consumers. Through a comprehensive re-positioning and re-branding program, United elevated the overall brand perception to align with the quality of the product and compete head-to-head with the leading brands, reaffirming REI as the North American industry leader.
"United taught us that a private label program, can generate more margin than national leading brands." |
— Lee Fromson
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SVP Marketing / REI |
