BOB Gear

A coveted jogging stroller brand, reborn as a lifestyle brand.

The Situation

If you’ve recently been in the market for a jogging stroller, there’s a good chance you’ve heard of BOB Gear. The problem? As a brand, BOB strollers didn’t exactly know who they were — and competitors were starting to crop up left and right. BOB Gear came to LSB for a total brand overhaul, starting with brand strategy and culminating in a fresh new brand look & feel.

The Solution

LSB dug into the place where the key feature of BOB – its infamous durability – intersected with the emotional motivation of BOB’s consumer. Using our Jumpstart process, including primary consumer research, we discovered this: A BOB stroller isn’t necessarily about fitness. It’s about what kind of parent you want to be. About what kind of child you want to raise: A little adventurer. The new look and positioning reflect this feeling, shedding the previous military surplus style for a modern look with emotional appeal.


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