Win Detergent: A Marketing 50 Case Study

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Photo: Tony Pettinato
Signing on as the official detergent of the U.S. Olympic Team at the Beijing Games might be the smartest move the team at Win detergent has made since the brand's launch in 2005.

Win's formula targets the hard-to-reach fibers of performance athletic apparel, promising to destroy odors where regular detergents can't.

Win Products President Jeff Crow leveraged the credibility of the U.S. Olympic Committee to put Win in the hands of athletes. "We carry the Olympic rings on everything we do," says Mr. Crow, 40. "It brings the product to life."

Win expects sales to more than double this year. It's sold at 2,500 stores in North America, including Dick's Sporting Goods in the U.S., and is the No. 1 laundry brand on Amazon.

Through Active Marketing Group, Win accesses one of the largest sports-marketing and -sampling databases on the web. Media buys with Rodale's Runner's World and Men's Health illustrate a plan for swift expansion.

"When we launched the product, our core consumer base was the triathlete," Mr. Crow says. "Go one step out, and it's cyclists and long-distance runners, and from there runners and gym-goers."
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