Dark Horses debuts for aspirational sports brand Wiggle

Sports brand Wiggle is majoring on aspiration in a brand relaunch through Lucky Generals-related sports agency Dark Horses with the line ‘Get There.’ Wiggle, based in Portsmouth, England, is a £400m company based on cycling, running, swimming and outdoor.

Dark Horses debuts with Wiggle’s return to TV after two years. Media was planned and bought through Bountiful Cow.

Wiggle director of brand marketing Dan Staples says: “Our customers have all experienced ‘there’. At Wiggle, we want to facilitate that feeling, providing them with the gear, advice and inspiration to arrive at that destination again and again.”

Dark Horses founder and MD Simon Dent says: ”Wiggle are a clear leader in the sports retail sector, and this work cements that category leadership by speaking directly to their audience.”

Does what it says on the tin.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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