Hillerich & Bradsby’s “Bionic” Glove Brand Gets a New Grip on Positioning for a “Super. Human. Performance.”
NEW YORK, NY–(Marketwire – Oct 9, 2012) – Bionic, a division of the family owned, Louisville, Kentucky-based Hillerich & Bradsby Company, is a glove brand that continues to evolve in order to provide the best quality and performance for athletes and non-athletes alike. Parent company Hillerich & Bradsby has a long established commitment to athletes, and is more famously known as the manufacturer of Louisville Slugger baseball and softball equipment.
Bionic collaborated with agency partner CBX, a brand agency based in New York, to redesign its logo and tagline, which is used across a variety of media and touch points. Bionic sought to update the look of their brand — which had originally been developed more than a decade ago — in order to reflect the overall growth of the company as well as the evolution of its products. Today’s Bionic line includes gloves specially designed for golf, baseball, tennis, racquetball, fitness and equestrian, as well as for such other pursuits as gardening, driving, and motorcycling. The line also includes gloves for general winter wear and for men and women coping with arthritis.
CBX realized that a logo on a golf glove is advertising the brand out on the course. […]