# Liberty Sport

> We helped Liberty Sport evolve from a maker of protective eyewear to a brand that obsesses about performance sunglasses for die-hard sports enthusiasts.

- Canonical URL: https://abccreative.com/work/liberty-sport-eyewear
- Markdown URL: https://abccreative.com/work/liberty-sport-eyewear.md
- Capabilities: Research and Strategy, Branding and Design, Marketing and Advertising, Content Creation, Web Development
- Hubs: Consumer
- Industries: Retail

## Tagline

A Vision for Performance. A Message to Match.

## Intro

Known for decades as a maker of protective eyewear sold directly to eye-care professionals, Liberty Sport was ready to reinvent itself. With a focus on consumers who obsess about performance sunglasses, Liberty Sport knew they not only had to evolve their products, but evolve their brand, too. We started with their brand identity.

## Strategy

The performance sunglass industry is huge and competitive, with dominant brands like Oakley and Maui Jim. We saw an opening in the microspecialized area of high-tech eye protection for die-hard sports enthusiasts. Style is always important. But so are things like ventilation and protection from wind, dust, sweat, glare and fog—the things that matter to a cyclist, climber, runner, hiker or any other weekend warrior. This isn’t about making a fashion statement. It’s about making a performance statement.

## Success

With a new e-commerce site, we increased web visits by 20%. Retailers reported an increased awareness of Liberty Sport. This translated into retail locations embracing more in-store promotions, increasing Liberty Sport’s retail footprint. Liberty Sport also successfully expanded into Canada, giving a nod to marketing as a key factor.