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Sports retail brand Wiggle aims to reposition itself by relaunching globally with the 'Get There' campaign.

The integrated campaign, conceptualised by Dark Horses, highlights how cyclists, swimmers and runners are driven by passion and perseverance. The creative hopes to evoke the feeling of pursuing the distance, the feeling of satisfaction and a sense of achievement felt when they finally get to their destination.

The ad was directed by George Messa, through Rockhound, and media was planned and bought by Bountiful Cow, while Brand Nation has supported the PR activity.

Dan Staples, director of brand marketing at Wiggle, said: “Our customers have all experienced ‘there’. At Wiggle, we want to facilitate that feeling, providing them with the gear, advice and inspiration to arrive at that destination.

“Customers can still expect the best products at the best prices, and our renowned service, range and convenience but the site will become a destination to inspire, educate and facilitate 'Get There' moments.”

“Wiggle is taking over in its category and beyond, no question,” said Steve Munachen, creative director at Dark Horses. “They are a sports retailing icon that inspires, and we are proud to be relaunching their brand with them.” 

Simon Dent, founder and managing director at Dark Horses said: ”Wiggle are a clear leader in the sports retail sector, and this work cements that category leadership by speaking directly to their audience in the way it does. This is the start of big things to come. Watch this space." 

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