A product positioning strategy is critical for success in today's hyper-competitive marketplace. After working with the client on the new NIBLICK identity, I researched the golf shoe market to create a positioning statement for the brand.  I discovered that many golfers actually preferred comfort fit over performance.
The performance features golf shoe manufacturers stressed was a grey area for most golfers, but comfort was a tangible concept they understood.

This was my pitch:

This "comfort" statement has been  a great success, with increased sales for all NIBLICK golf shoes and better brand awareness.

NIBLICK developed a shoe with a grip sole that could be be worn on and off the golf course. I proposed the name CROSSOVER, then photographed the CROSSOVER range and produced advertising that visualised the shoe's selling proposition.