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ROXA chooses Pubblimarket2 for the brand repositioning

ROXA, producer of ski boots and ice skates for over 40 years, has tasked the Pubblimarket2 Group with developing the new brand positioning. 

At the centre of the strategy is the new claim "WE FIT", which recalls the primary benefit of all ROXA boots: a perfect fit and comfort to guarantee skiers maximum performance and skiing precision. Pubblimarket2 was also tasked with designing all the B2B and B2C communication tools for the 2020-2021 boot collection.

The official presentation of the new image and new materials took place at ISPO 2020, an important international event dedicated to players in the winter sports sector. Moreover, for the trade fair, Pubblimarket2 was also tasked by ROXA to develop their new corporate video, trade catalogues and the exhibition stand. As far as the latter was concerned, the Udine-based agency took care of studying the structure, layout, customization and creative concept.

Focus inside the stand was given to the new ROXA products that were divided into the touring, freeride and all-mountain categories. Particular emphasis was given to products made with Cabrio technology redesigned using 3D CAD Design, currently considered to be the best solution for freerider products.

"The winter sports sector, and more specifically, ski boots is a sector we have always been enthusiastic about - says Francesco Sacco, president and strategic manager of Pubblimarket2 - In fact, more than 25 years ago, Pubblimarket2 took its first steps towards the sports world thanks to an Italian ski boot company: San Marco, which has now become Head. We are delighted that ROXA has chosen to rely on our expertise and professionalism for such an important project like brand repositioning. We feel that this is only the first step towards a mutually long-lasting collaboration and growth."



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