CASE STUDY: Dickies Skate Team
Case Study: Building Brand Equity
TARGET: 15-24 Males
GOAL: To build greater brand equity for Dickies within the action sports community opening up the brand to a wider audience and solidify it with an audience that already wears it.
PROGRAM: FILTER conceived and created Dickies' first skate team. Using its in-depth knowledge of the action sports community, FILTER built Dickies Skate, recruiting top amateur skaters to fill the roster, to extend the brand's reach in an authentic manner and solidify its dedication to the skate community.
RESULT: The Dickies brand has seen a significant, organic growth in awareness amongst the skate and action sports community, opening up a new market for the brand's offerings.