The Natural Grips are designed for serious cross-functional fitness enthusiasts. Made from a thin but durable Zinc Oxide 100% cotton tape, Natural Grips are a more comfortable and breathable alternative to traditional weightlifting gloves and bulky wraps. They’re tough but thin handgrips made to protect hands from ripping during intense workouts, while still allowing the athlete to feel whatever bar or handle he or she is holding. The Natural Grip is custom-fitted to your hands based on ring finger size and the result is a more streamlined grip that protects the hands throughout high-rep weight training, pull-ups, etc.
The Natural Grip knew it had a legitimate product, but needed a legitimate brand presence. They were growing very quickly and needed a brand that would enhance their presence with their existing audience while attracting new buyers and enthusiasts. So, they came to LEAP.
- Brand Launch Strategy
- Brand Assets and Collateral
- Responsive Brand and E-commerce Website
- Photography and Content Creation
- Social Media Management
- Blogger/Influencer Engagement
- Video Production
- Creative Campaigns
Custom Fit for Serious Cross Trainers
We knew that the athletes who make up the majority of The Natural Grip’s target audience look to the Internet for workout programs, video demonstrations, advice and products. To be successful, they had to have an engaging and easy-to-find, online brand experience and store.
LEAP created an E-commerce site with intuitive navigation, key product benefits and quick order options to get the grips in your hands. To really give the target audience a custom experience, we added color customization of the grips and sizing functionality to make sure that our audience had the best experience with the product.
Authenticity is key with this market. Are these grips just another gimmick or do they really work? We created a number of videos demonstrating the product in action as well as actual customer testimonials. To further show the seriousness of the product, we captured custom photos and videos of real athletes using the real product.
Following the improved web presence as well as our social media and promotional efforts with the brand, The Natural Grip’s creator, Ashley, was able to land a contestant spot on ABC’s EMMY-winning television show, Shark Tank. The show gives aspiring entrepreneurs the chance to pitch their products to potential investors. As expected, The Natural Grip outperformed the competition, creating a bidding war between two investors and ultimately receiving a substantial investment to move the brand forward.
Leading up to the show, LEAP created a campaign that included 4 branded videos to support the national airing. During the show LEAP provided full social media support, as well as PR support after the show.
Gravity is a new take on a classic motif — the lone individual struggling against the forces of nature, and the glory of a fleeting triumph. The beautiful images and inspirational voice-over resonate with hardcore athletes whose dogged dedication to training is a way of life.
Toughness is a great source of pride for serious cross trainers, and the currency of respect in many “boxes” (the small, unadorned gyms in which those cross trainers workout). This video hits on this theme, and connects a key element of cross-training culture with The Natural Grip.
The Weaker Sex
While cross training culture tends to be overly masculine in its tone and imagery, most of the participants, including many of the toughest athletes, are women. This video plays off this dichotomy to deliver a quite literal message of female empowerment.
What Women Are Made Of
What Women Are Made Of continues the theme of female empowerment by putting a spin on the old nursery rhyme, which describes little girls as being made of sugar and spice, and everything nice. By doing so, it also questions cultural definitions of femininity in a way that resonates with tough, female athletes.
Consumers Took the Bait.
The Site and Store Visits Skyrocketed.
- Between November 7th-10th (episode aired 11/7/14) there were more than 65,000 visits to the Natural Grip website.
- This four-day total surpassed the total number of visits to the site over the year previous to the episode airing.
- Year-over-year traffic was up by 5,000%.
- During the Shark Tank campaign, the average user spent nearly six minutes on the site, an increase of 500% from the same period a year earlier.
- 20% of users visited the shop page during the Shark Tank campaign.
- Traffic to the site was largely driven by organic search (viewers searching for Natural Grip in their search bars; 52%), and referral traffic (news coverage of the episode).
- An article on Yahoo! Finance posted after the episode aired drove 16,000 visits to the site.
2015 Telly Awards
2015 Davey Awards