Brand Expression

January 17, 2013  

In a crowded retail space, Finish Line wanted to build brand awareness and differentiate itself from competitors. The company needed to create a customer experience that spoke to its sneaker-loving audience in an engaging, fun way, while remaining true to its existing brand. And that’s when we discovered Spike.

Spike is the little guy who’s been perpetually leaping through the middle of the Finish Line logo for decades. We liberated him from his logo and gave him an inimitable voice and a big dose of personality. By casting him as a self-aware marketing tool, we strengthened the brand’s connection to Finish Line’s media-savvy audience.

finish line logo