This article discusses the remarkable turnaround of Olympikus, a Brazilian sportswear brand, in the running shoe market. Initially perceived as low-quality and undesirable, Olympikus underwent a strategic repositioning, focusing on creating high-quality, technologically advanced running shoes at a price point accessible to the average Brazilian consumer.
The key to Olympikus's success was the launch of the 'Corre' line of running shoes. The 'Corre' shoes prioritize cost-effectiveness while maintaining high-quality materials and technology, resulting in a product that competes with international brands but remains affordable. This approach addressed the Brazilian consumer's price sensitivity and preference for value.
The brand leveraged the growing popularity of running in Brazil, especially among women, aided by social media influence and shared experiences.
Olympikus successfully overcame past negative perceptions. Through effective marketing and the superior quality of their 'Corre' line, the brand demonstrated its technological capabilities and earned the trust of Brazilian consumers. Today, Olympikus boasts high sales and is the preferred running shoe brand for many Brazilians.
Olympikus aims to maintain and build on its success by expanding the 'Corre' line, creating new product lines, and further engaging with runners.