Revitalizing a Brand – the New Era of Prince Sports In April 2003, the Prince® and Ektelon® brands were sold to a partnership consisting of the senior management of the Prince Business and Lincolnshire Equity Fund II, L.P. The new owners named the organization Prince Sports Inc. and sought to reinvigorate the brand through exciting new product launches, an aggressive marketing campaign, and a totally new web presence that would be the starting point of the new era of Prince Sports, Inc. Prince has proven itself as an industry leader in performance racquet sports equipment and has revolutionized the game of tennis. Today, the expanded tennis line outfits players with shoes, apparel, accessories and more. Prince Sports is focused not only on the professional tennis circuit, but also the sport's next generation of stars. Objectives Prince Sports desired an entirely new website that:
Critical Issues There were many issues with the existing website that Prince Sports needed to overcome in their new web presence.
New Web Presence The new Prince Sports website was developed by Refinery, Inc. based on analysis of Prince’s competitor websites, in-person target market interviews with consumers and teaching professionals, and needs-analysis sessions with key stakeholders on the company’s leadership team. The new site launched on June 10th, 2003 to high praise by Prince management, employees, partners, dealers, and consumers. The homepage design metaphor is that of a tennis court, emphasizing the company’s stature as the only 100% dedicated sports equipment manufacturer that can outfit a player from head to toe. The homepage design also drives home the idea that Prince "rules the court." The homepage prominently displays Prince-sponsored pros as well as attractive promotional images of four product categories. The new homepage connected the brand experience with the objectives of the company and with the user’s expectations of Prince. It also communicates the professionalism and energy of Prince Sports. At the product detail level, Refinery made use of eCommerce best practices by:
Driving home brand and product success, the new website highlights the elite professional sponsors and the Prince products. The new site also makes it easier for users to figure out which products are right for their needs and more easily navigate the site, creating a much improved website experience. Results Web analytics of the Prince Sports site show significant improvements, including:
As intended, the new Prince site has become a symbol to both internal and external audiences for the strength and future of the brand. 2003 Best Sports Website Refinery, Inc. won the “Best Sports Website” award for the Prince site — www.princetennis.com — during the 2003 WebAward competition, produced by the Web Marketing Association. The Prince site won the 2003 Best Sports Website award based on:
Before and After
Prince Home After
Prince Home Before
Prince Product Detail After
Prince Product Detail Before
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