Bringing brand purpose to an activewear classic.
Market Intelligence Brand Strategy & Purpose Organizational Adoption

The Challenge

Marika was one of America’s early women’s activewear brands during the height of the aerobics boom in the 1980s. With a rapidly evolving consumer landscape, Marika wanted insights about the future of activewear retail and the business case for brand purpose.

The Solution

Through a combination of expert interviews and desk research, Polyculture provided senior executives at Marika with an extensive overview of the current challenges in the activewear retail market and a system of best practices for staying ahead. In addition to a full brand audit, Polyculture worked with Marika to identify and assess the strengths and weaknesses of its top competitors. Over the course of three months, Marika and Polyculture co-created an action plan to imbue the brand with a higher-order purpose, so the brand could continue delighting its loyal following.

The Result

Marika continues to be a dominant player for its price point and category and is actively working to integrate brand purpose into its corporate culture.