Wiggle rebrands

Wiggle has unveiled the global re-launch of its brand, which has included a refocus into its multi sports offering.

The company is moving towards a more multi-sport-centric offering, which the new campaign will aim to emphasize.

A part of the re-launch, the company has debuted a television advert for the first time in two years – the aim of which is to, “drive reappraisal of the brand and its multi sports offering amongst existing customers,” through the ‘Get There’ campaign.

The revamp of the brand also includes the introduction of a “more contemporary style and upgraded onsite experience – featuring authentic imagery.”

Wiggle last received a revamp in winter 2015, when consultancy firm Brandopus revealed a new-look “consistent and singular” logo. At the time, Wiggle commented that the rebrand, which included a shift to a grey-orange colour palette, was undertaken to better represent the “brand essence.”

Wiggle director of brand marketing Dan Staples commented: “Our customers have all experienced ‘there’. At Wiggle, we want to facilitate that feeling, providing them with the gear, advice and inspiration to arrive at that destination.

“Customers can still expect the best products at the best prices, and our renowned service, range and convenience but the site will become a destination to inspire, educate and facilitate GET THERE moments.”

Check out the updated content and a video outlining the changes here.

In 2016, BikeBiz broke the news that Wiggle would acquire Chain Reaction Cycles. Read the original news that was described as “probably the biggest story in the history of the cycling industry,” here.