Stio
  • Glove Launch

    Campaign Development
    Strategy
    Segmentation
    Naming
    Copywriting

    Building on three years of product segmentation work that included highly successful category launches of GORE-TEX® ski outerwear, a gear and bag collection, and foundational base layer introductions, Stio once again tapped Voicebox to shape, segment, frame and launch their new hero collection. This time the featured product launch was gloves—which drew both on the brand’s deep historical past and their Jackson, Wyoming location.

    Voicebox drew on both our technical and market insight as well as industry, historical and cultural knowledge to create defined targets and brand-right identities for each glove in development. Integrating internally first with PD presentations and talented marketing manager Emma Beecher, we developed a naming convention for every product in the launch, segmented the products by intended use and developed all the technical and selling copy for the collection in web, email and catalog formats. The result was a fourth successful product launch collaboration with the brand—this time for their five-finger styles.

    Stio Glove Launch Fall-Winter 2021
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