Client

Since 1974, Hi-Tec has designed some of the most groundbreaking sports shoes in the world. The British-born company went global in 1982 and now has over 500 styles and exposure in 80 countries. Its industry-leading squash shoe is the chosen brand of more than 18 million pairs of satisfied feet

Objective

The constant launch of new lines, rapid turnover of stock and increasing consumer demand for its athletic footwear meant Hi-Tec needed to update its website on a daily basis to ensure it always represented its latest products and kept a step ahead of the competition. The company’s previous site had no capacity to do this, meaning it was constantly out of date and reflected badly on the company’s reputation for innovation

Solution

Pod1 came up with a slick website that reflects the dynamic identity of the brand and presents its products to unique and highly compelling effect. The multilingual site allows the shoes to be viewed in diverse swatch options, and Pod1’s revolutionary ‘Expanding Shoe’ innovation has enabled Hi-Tec to illustrate its footwear technology with unprecedented visual impact. Despite the many interactive features of the site, Pod1 designed it to be simply and fully managed by the client

Result

The launch of the new showcase website dramatically increased brand awareness. In fact, Pod1’s web design proved so effective it became the inspiration for Hi-Tec’s marketing and media activities across the board. As a result, all the company’s on-line and off-line marketing campaigns are now integrated. ‘We see the new website as the perfect platform for global repositioning of the Hi-Tec brand. Our goal is to use the site in conducting on-line projects (such as researching product preferences), and undertaking direct communications with end consumers.’ Tony Linford, Group Marketing Director, Hi-Tec

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