Red Chili is a German climbing shoe brand that has been part of the Edelrid group of companies since 2016.

The challenge
The climbing market has undergone a dramatic evolution in the decade. Indoor climbing has become an absolutely independent sport and a completely new clientele has developed, especially in the bouldering sub-discipline. In joint strategy consultations, we worked out the goal of Red Chili Leader in the "Urban Climbing" category. Accordingly, we worked with the marketing management to develop appropriate concepts such as influencer campaigns or behind-the-scenes series in order to intensify the dialogue with the target group. And revised the visual appearance of all individual measures to increase brand recognition.