RYU Apparel Inc., award-winning urban athletic apparel, announced that it was launching a new, fully integrated, cross-channel marketing campaign for backpacks. It is a key category for RYU as a part of their bags and packs product line.
The global backpack market is expected to reach more than $2 billion USD in 2025, with a CAGR of 7.23% between 2020 and 2025. RYU will launch its new backpack campaign with the tagline “How Far Will You Go?” which aligns with their Movement Matters mantra. This will be their first campaign under the new Director of Marketing, Zachary Beers.
"We will execute an aggressive new digital marketing campaign to secure premium positioning for our content and reach a new target audience. Our social strategy will leverage key partners in new movement spaces so we can introduce RYU to an expanded audience, leading with one of our best product collections: backpacks."
Mr. Beers
RYU focuses on products for all who move, so their backpacks be an excellent medium in their movement-based storytelling. This position will help the brand create a visual aesthetic outside the company’s traditional approach and open it to a broader audience interested in relatable and authentic content and a great product experience.
In the next seven weeks, RYU will introduce its 7-item backpacks category with PPC ads and a new landing page so that interested buyers can have a great shopping experience on their e-commerce platform. A storytelling campaign will introduce a variety of uses for the backpacks based on core RYU activities like urban training, mountain biking, and travel. The content will be shared across paid, earned, and owned channels for maximum reach and engagement. They will also publish sponsored content, articles, and contests on high-profile third-party sites to enhance their audience acquisition and create traffic on RYU’s e-commerce site.