Live & Breathe has been appointed by Hi-Tec as its global above-the-line agency and strategic partner. The global outdoor and sports brand appointed the agency following a competitive pitch.
Established in 1974 by Frank van Wezel, the company is now represented in over 80 countries and consists of a global Outdoor and Sports business under the Hi-Tec brand and a world leading Uniform business under the Magnum brand.
Hi-Tec’s decision to consolidate its global advertising into one agency comes as part of the company’s continued growth and expansion marked by the relocation of its global headquarters from Southend-on-Sea, UK to Amsterdam, the Netherlands at the start of the year. The move incorporates the group’s product development, design, marketing and finance functions.
Live & Breathe has enjoyed a nine-year relationship with Hi-Tec during which time it has developed a range of landmark brand ideas and activated these for trade and consumer audiences.
In the months ahead Live & Breathe will support Hi-Tec in the launch and roll out of its new brand proposition – “Inspired by Life” – to its global consumer base. Live & Breathe played a key role in the development of the proposition which was launched to the trade in 2010 and the consumer earlier this year.
Hi-Tec’s global marketing director, Simon Bonham commented: “Live & Breathe has accompanied us on a fascinating journey over the last decade as we have consolidated our position in the market as an innovative, global brand and a consistent leader in the global sports, outdoor and tactical shoe market. They have proved their worth as a source of creative inspiration and sound strategic guidance.”
Nick Gray, Live & Breathe MD adds: “Hi-Tec is an inspiring company with a great track record in innovation. It makes a substantial investment in R&D – it’s adoption of P2i’s Ion-Mask water management system is an excellent example – and is not afraid to push the boundaries in every aspect of its business. For this reason it’s a great client to work with. Not only does it give us the opportunity to truly flex our creative and strategic muscles through brand proposition development work, but we also get to activate these ideas globally.”
