US Figure Skating: a brand strategy triple-axel

man ice skating van background
  • Brand positioning
  • Quantitative research
  • Qualitative intercepts
  • Messaging strategy
  • Kids and parents research
  • Innovation workshops

US Figure Skating has had a strong membership base for many years. When they set their sights on higher growth, they partnered with us to find ways to drive increased participation in the sport while developing greater audience engagement for TV and events.

We began with on-ice intercepts at ice skating rinks across the US, talking to skaters in their element to unpack the functional and emotional drivers that impact their journey and relationship with the sport. Next, our nationwide survey talked to multiple groups – including both kids and adults – who engage with the sport both on the ice and on their screens.

Working closely with the US Figure Skating leadership, we developed a new brand positioning, defined prioritized messaging directions, and ideated actionable skater experience initiatives to help drive increased participation in US Figure Skating programs and growth for the sport overall. Our work ultimately resulted in a new marketing campaign as well as innovative new program initiatives designed to broaden appeal.

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