As a specialized performance tracking app, how do you cut through the noise of health tracking wearables big providers?

OWN IT entered the arena with a solid experience in collegiate and pro sports. They also had a great understanding of what their product brought to the table: an app that helps athletes and coaches track health, performance, and recovery.

But, how would they convince coaches and athletic directors to see them as the right choice?

Desktop & Field Research

• Deep dive into target audience

• Competitive analysis

• Category mapping

Positioning Workshop

• Using research to back our claims

Get-To-By Framework

• Aligning the team on brand narrative

• Defining direction for future campaigns

GET college coaches…

WHO hate phones for stealing focus away from their athletes...

TO leverage their athletes’ tech addiction…

BY Showing them that OWN IT gamifies their performance and health tracking habits.

One of the main goal for this positioning work was to unify two executive teams: OWN IT and Max One, their parent company.

On top of that, our collaboration…

• Strengthened the partnership between the two teams.

• Achieved internal alignment on brand’s place on the market.

• Provided clarity for creative work moving forward.