Marketing adventure takes a new direction

The new chain of stores, appropriately named 'Duesouth', are positioned as the new direction of adventure, a fast and light outdoor store for men and women who are looking for cutting edge technical and leisure gear from brands like Columbia, Cape Storm and The North Face.

Riot MD, Simon Andrew, says, "Duesouth is unique in that it's a store for outdoor enthusiasts who enjoy doing anything that involves moving fast and light under an open sky, like trail running, climbing or kloofing."

The challenge for Riot was to develop strategy, branding, packaging and communication that reflects Duesouth's unique positioning as a store that offers gear that is technically credible and aesthetically fashionable. Its gear that's designed to work hard and look good too," he explains.

A visit to DueSouth is a unique retail adventure in itself. The store features sheer cement finishes along with timbers, rock, steel & glass that bring a contemporary feel to a category normally associated with untreated pine and woodchips.

This slick-meets-rustic environment is reinforced by eye-catching, energetic logo design, signage, packaging and instore visual material produced by Riot.

Duesouth stores will be open nationwide from October 2004.