Globe invented turnout gear for firefighters and is a brand well known in the fire service industry, but the people at Globe were looking for a way to influence decision-makers in firehouses so they could increase market share.
Industrium provided the insight that firefighters are, in fact, athletes, and that they need the kind of gear that only Globe can provide to perform at their peak levels.
In February 2013, we launched a powerful and direct print campaign featuring actual firefighters and headlines connecting them to athletics.
We followed up with a video that helped support Globe’s presence at FDIC, the largest annual conference for the fire service industry.
From 2011–2014, Globe turnout gear realized an increase in both brand awareness and preference.