How to TRANSFORM a brand people buy to a brand they buy into.
ANTA is the best-selling sports and fitness brand in China. But they’re popular in part because of their second-tier price point. They came to us to CULTIVATE DESIRE and create a real emotional connection between them and consumers.
With competitors owning the highest-paid athletes, and selling at premium pricepoints, we looked at positioning ANTA as a brand for those that love to move. Those that know the joy of movement goes beyond rules, boundaries and definitions.
APPROACH AND STRATEGY
After an extensive analysis of the China marketplace, including focus groups and visits to several Tier 1 and Tier 2 cities. We set out to redefine sports and the field of play. Something more than just winning, but about the simplicity and the every-person-on-the-planet right to move.
BRAND BOOK AND STYLE GUIDE
We codified the joy of movement in a brand book and style guide that brought emotion to the brand as well as guidelines of how to bring the brand to life. Redefining the brand elements we created sport-centric graphic patterns and brought to life the art direction through a photo shoot that was centered on the China origins but would be globally relevant.
We activated the new brand look of the joy of movement through all the consumer touchpoints including business cards, retail stores, shoppers, packaging and advertising.
Wines worth SHARING. From GROWERS worth sustaining.
Welcome to Tether and tether.com (“Tether”). Tether offers our tether.com website (the “Site”) and its services (the “Services”) for your use and enjoyment subject to the following terms and conditions (“Terms”). By accessing or using our Site, you thereby accept and agree to abide by these Terms. Tether reserves the right to change these Terms at any time without notice, and such changed Terms will take effect once we post them at the Site.
Tether grants you a limited license to access and make personal use of the Site. This license does not include nor permit your resale or commercial use of the Site or its contents. Without Tether’s express written consent, you may not: (a) download (other than page caching) or modify any portion of the Site, (b) reproduce, duplicate, sell, copy, mirror or otherwise exploit any portion of the Site for any commercial purpose, (c) frame or use framing techniques to enclose any Tether trademark, logo, content, or other proprietary materials (including images, text, page layout or form), or (d) use any meta tags or any other “hidden text” utilizing Tether’s name or trademarks. You may create and use a hyperlink to the Site so long as you do not portray Tether or its services in a false, misleading, derogatory or otherwise offensive manner, however, you may not use any Tether trademark, logo, design or content as part of the link without Tether’s express written permission.
Tether and the original Stylized “t” logo are registered trademarks, and the Tether and new Stylized “t” logos are trademarks, of Tether Inc. All other trademarks are property of their respective owners.
All content and material included at Tether’s Site, such as images, text, designs, graphics, audio or video clips, digital downloads and/or software (the “Material”) is the property of Tether, Tether’s content suppliers, or identified third parties. The selection, compilation and arrangement of all of Tether’s web site content is Tether’s exclusive property. All such Material is protected by United States and international copyright laws and treaties, and is Copyright 2011, 2022 by Tether Inc. All rights reserved.
Except as specifically permitted in these terms and conditions, any copy, reproduction, display, performance or retransmission of the Material is strictly prohibited. We neither warrant nor represent that your use of materials displayed on the site will not infringe upon the rights of third parties.
It is Tether’s policy to fully comply with the Digital Millennium Copyright Act (DMCA), which provides a procedure for notifying a service provider about intellectual property infringement by third parties.
If you have a good faith belief that your copyright or other rights have been infringed in connection with this Website, please provide written notice to our Designated Agent with the following information:
Our Designated Agent for notice of claims of copyright infringement can be reached as follows:
316 Occidental Ave S #400
Seattle, WA 98104
You agree to defend, indemnify and hold Tether (including its officers, directors, employees, agents, and licensors) harmless from and against any claims, actions, demands, losses, liabilities and settlements or every kind and nature, known and unknown, including but not limited to reasonable legal and accounting fees resulting from, or alleged to result from, your use of the Site, your violation of these Terms, your violation of any third party’s rights (including copyright and privacy/publicity right).
YOUR USE OF THE SITE AND MATERIALS IS AT YOUR OWN SOLE RISK. TETHER PROVIDES THIS SITE AND ALL INFORMATION, CONTENT AND MATERIALS INCLUDED HEREIN ON AN “AS IS” AND “AS AVAILABLE” BASIS, WITHOUT WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED, AS TO THE SITE’S OPERATION OR THE INFORMATION, CONTENT, MATERIALS, PRODUCTS OR SERVICES INCLUDED ON OR OTHERWISE MADE AVAILABLE TO YOU THROUGH THE SITE, UNLESS OTHERWISE SPECIFIED IN WRITING. TO THE FULLEST EXTENT PERMITTED BY APPLICABLE LAW, TETHER DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, NON-INFRINGEMENT OR OTHER VIOLATION OF RIGHTS.
ANY MATERIAL THAT YOU DOWNLOAD OR OTHERWISE OBTAIN THROUGH THE USE OF THE SITE OR SERVICES IS AT YOUR OWN DISCRETION AND RISK. YOU ARE SOLELY RESPONSIBLE FOR ANY DAMAGE TO YOUR COMPUTER SYSTEM OR OTHER DEVICE OR ANY LOSS OF DATA THAT RESULTS FROM THE DOWNLOAD OF ANY SUCH MATERIAL.
IN NO EVENT SHALL TETHER BE LIABLE FOR ANY DAMAGES WHATSOEVER (INCLUDING BUT NOT LIMITED TO DAMAGES FOR LOSS OF PROFITS, BUSINESS INTERRUPTION, OR LOSS OF INFORMATION) ARISING OUT OF THE USE OF OR INABILITY TO USE THE SITE, SERVICES OR MATERIALS, EVEN IF TETHER HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. BECAUSE SOME JURISDICTIONS PROHIBIT THE EXCLUSIONS OR LIMITATION OF LIABILITY FOR CONSEQUENTIAL OR INCIDENTAL DAMAGES, THE ABOVE LIMITATION MAY NOT APPLY TO YOU.
YOU EXPRESSLY UNDERSTAND AND AGREE THAT TETHER SHALL NOT BE LIABLE TO YOU FOR ANY DAMAGES OF ANY KIND ARISING FROM THE USE OF THIS SITE, FROM ANY INFORMATION, CONTENT, MATERIALS, PRODUCTS OR SERVICES INCLUDED ON OR MADE AVAILABLE TO YOU THROUGH THE SITE, INCLUDING BUT NOT LIMITED TO DIRECT, INDIRECT, INCIDENTAL, PUNITIVE AND CONSEQUENTIAL DAMAGES, UNLESS OTHERWISE SPECIFIED IN WRITING. THESE LIMITATIONS ON TETHER’S LIABILITY SHALL APPLY WHETHER OR NOT TETHER HAS BEEN ADVISED OF OR SHOULD HAVE BEEN AWARE OF THE POSSIBILITY OF ANY SUCH LOSSES.
CERTAIN STATE LAWS DO NOT ALLOW LIMITATIONS ON IMPLIED WARRANTIES OR THE EXCLUSION OR LIMITATION OF CERTAIN DAMAGES. IF THESE LAWS APPLY TO YOU, SOME OR ALL OF THE ABOVE DISCLAIMERS, EXCLUSIONS OR LIMITATIONS MAY NOT APPLY TO YOU, AND YOU MIGHT HAVE ADDITIONAL RIGHTS.
Tether operates the Site in the State of Washington, U.S.A. By visiting the Site, you agree that the laws of the State of Washington, excluding only its conflicts of laws principles, will govern these Terms and any dispute that may arise between you and Tether. The Site is not intended to subject Tether to the laws or jurisdiction of any state, country or territory outside of the United States. Unless otherwise specified, the Site’s materials are offered solely for the purpose of promoting and/or providing Services and products available in the United States. Tether makes no representation or warranty that the Site, or any products, services or materials available through the Site, are appropriate for use in locations outside the U.S. Those who choose to access the Site from other locations do so at their own risk, and are responsible for compliance with any applicable local laws, rules and regulations.
Any dispute relating in any way to your visit to the Site shall be to the fullest extent permitted by law adjudicated in any state or federal court in King County, Washington, and you consent to the exclusive jurisdiction and venue of these courts.
Tether is committed to respecting and protecting your privacy. Here are our policies and practices for handling personal information that we may collect when you visit Tether.com (the “Site”).
You will be added to the Tether’s email newsletter list only if you sign up to receive newsletters via an electronic form at our Site. You may then opt-out of receiving further newsletters by clicking on the opt-out link included in every email newsletter we send, or by contacting firstname.lastname@example.org
You may ask us to delete any information about you that we retain and cease further contact from us at any time by sending us an email making such request and marked “Privacy-Urgent”, addressed as follows: email@example.com
Tether employs industry standard security measures to protect your personal information from loss or misuse. Unfortunately, despite these measures, Internet transmissions are never completely private or secure. There remains a risk that others may unlawfully intercept transmissions. Since we cannot ensure the security of any information that you transmit, you transmit all information at your own risk.
Tether will only retain your personal information for the purposes for which we collected it, or as required by applicable laws.
Tether complies with the Children’s Online Privacy Protection Act of 1998. Tether recognizes and respects children’s privacy interests, and encourages parents to play an active role in their children’s online activities. Our Site is not intended for children under 13 years of age, and we do not knowingly request, seek, or collect personally identifiable information from children under 13.
316 Occidental Ave S #400
Seattle, WA 98104