PEARL iZUMi Brand Foundation

United Sports Brands (USB) acquired PEARL iZUMi, a cycling company with substantial brand equity earned through a history of category success. Despite the brand’s legacy, in recent years PEARL’s focus had splintered, resulting in forays into product categories that did not support their “right to win.” This lack of focus diluted overall margin and market share. Despite these challenges, the PEARL iZUMi brand retained latent equity. By reestablishing brand and product discipline, refining go-to-market strategies, and implementing a bold creative refresh, the brand sent a clear signal of change to the market that PEARL iZUMi was back - and ready to reclaim its position as a leader in cycling apparel.

To support this resurgence, four key workstreams were executed: brand discovery, brand definition, go-to-market plan, and brand expression.