Futures is the leader in performance surfboard fins, an essential piece of equipment, but they were widely viewed as a dated manufacturer of commodity products. Even the people closest to the sport — surfers, shapers, and retail staff — didn’t understand just how important fins were to performance.
Through consumer focus groups, we discovered that fins were not just a highly functional part of surfing; they were absolutely essential. Done well, a fin becomes the driver of your board, a precursor for your performance, and an indispensable part of the thrill that is surfing.
We built a new brand story that coupled the heady emotions of surfing with the engineering prowess of the Futures fins. We also worked with the client to create and communicate a Ride-Number-System. This disruptive technology story set Futures apart in the category and delivered a simple way for audiences to connect with their groundbreaking technology. We modernized the brand so it had a fresh appearance that matched the new-generation technology being introduced. Finally, we built and optimized a new B2C eCommerce platform that allowed Futures to take better control of the user experience and create a seamless digital path to purchase.
– 50X increase in online revenue
– 55% increase in conversion rate
– 10% increase in average order value