Soucony

Editorial Team

A long-awaited Soucony’s Endorphin Elite and Kinvara 14 running shoes will debut for Thais elite runners in March this year.

Pornsak Chinawongwatana, chief executive officer of REV Edition Co Ltd, the distributor of Soucony running shoe brand, said the company plans to introduce Soucony’s Endorphin Elite and Kinvara 14 running shoes to the Thai market in March this year.

ENDORPHIN ELITE

The running shoe market is forecast to be very active for the second consecutive year with several sporting shoe brands are competing each other with their new technology, opening new shops and marketing activities. T

The active movement in sporting shoes has occurred in the kingdom since the government’s easing the restriction on Covid-19 in the second half of last year. The market will be more dynamic this year because the sport marketing events will be resumed and expects to be 800 events, 80% of the overall events in 2019.

Pornsak Chinawongwatana, chief executive officer of REV Edition Co Ltd.

Mr Pornsak said that currently more people have resumed their outdoor activities, participated in running competition and travelled domestically and abroad. The better situation of tourism business will also have a positive impact on running shoes business.

Therefore, the company is joining the global celebration of Saucony’s 125th anniversary with the “Take Courage” campaign to empower health-conscious consumers of all ages to challenge themselves and go beyond their limits.

REV Edition moves forward with comprehensive marketing and communication strategies, including the opening of the latest store at Siam Center and the first Pop-Up Space at Siam Discovery. Regarding the brand’s marketing strategy in 2023 and the sports footwear market in Thailand, Mr. Pornsak said “Thailand’s sports footwear market in 2023 is highly competitive with many fascinating products.

The marketing and branding direction of “Saucony” this year focuses on brand communication that goes side by side with the 125th anniversary of the brand. The keyword “Take Courage” serves as the slogan, campaign name, and core message in all communications, such as product launches, contents and stories that inspire everyone to go beyond their limits. Success, big or small – setting a better record, crossing the finish line, or even tying the shoelaces before going for your first run – takes courage.

“Take Courage” will be the centerpiece of Saucony’s communications and marketing activities throughout 2023, aiming to reach more runners who are the main target group, and expand to new targets, such as young people who are interested in physical fitness, fashion and lifestyle enthusiasts, and tourists.

To make the brand accessible to all target groups, in late 2022 Saucony opened the Saucony Official Store on the ground floor of Siam Center, and the Saucony Pop-Up Space on the first floor of Siam Discovery. In addition, REV Edition Co., Ltd. has started expanding the market to neighboring countries by opening a Saucony Flagship Store at Pavilion KL, Kuala Lumpur, Malaysia on December 24, 2022.

Apart from the annual strategies, Saucony has never stopped striving for its ultimate goal: building the brand and market by delivering the best running experience through the best products to the target groups. The brand aims to sit among the top five running shoes brands chosen by runners, as well as to grow its fitness apparel and lifestyle footwear under Saucony Originals.

“Consumers who are health conscious and interested in physical fitness are growing in number. Running is the most accessible activity since all they need is running shoes. Saucony’s challenge is to deliver the best running experience through the best products.