Profeet Sports Lab and Ski Boot Lab

Henman Communications were retained from 2006 – 2010. Profeet was launched in 2001 and were one of first high street shoe retailers in the UK to introduce a scientific approach to customizing sports footwear for individual athletes.

The Profeet fit aims to increase comfort, improve performance and reduce injury through custom insoles and the right choice of fitted footwear. Profeet specialise in custom fitting running shoes, ski boots, walking/trekking, and tennis shoes and make custom insoles for any footwear.

Henman communications have been an invaluable PR and marketing resource. Their creative, focused and dedicated approach has built some fantastic sustainable relationships and media partners for us in the fitness, media and business sectors.”

Danny Orr, Store Manager, Profeet

PR Objectives

  • To launch new Profeet stores on the Fulham Road and in Balham in London.
  • To build the Profeet brand and showcase their services and drive sales revenue of running shoe and sports clothing and apparel brands.
  • Created awareness of their footwear services through the sport, running, health and lifestyle features
  • Built an integrated PR strategy that included: editorial coverage, advertising, sales promotions, direct mail,   SEO, social media engagement.
  • Create marketing partnerships and affiliate programmes with leading local gyms, health clubs and personal trainers in London
  • Appointed brand ambassadors in triathlon – Vanessa Raw and Alastair Brownlee
  • Sponsorship of local running and triathlon events

PR Deliverables

  • PR strategy and planning
  • Media packs: core messages, information sheets, testimonials, visuals, video, staff biographies
  • Endorsements from clients, media, athletes & celebrities
  • Press release drafting and media distribution
  • Briefing clients about topics & presenting the journalists
  • Setting up & managing one-to-one media interviews
  • Press launch events for two new stores (Fulham & Balham)
  • Stakeholder management
  • Sponsorship of performance and endurance athletes
  • Advice on: Marketing and retail strategy, HTML newsletters, website design and build, marketing collateral, POS material, events & exhibitions, internal communications
  • Press cuttings books & media evaluation reports

Corporate Partnerships established with: Asthma UK, Virgin Active, One Aldwych, Cannons, Esporta Health and Leisure Group, Fitness First, David Lloyd Leisure, Kinetika Group, Running Mate, Phoenix Coaching, 37 Degrees, The Chelsea Club, Chelsea FC, The Hurlingham Club, The Rat Race, Innovation Sports, Sport Dimensions, Sport & Spinal Clinics, The Pilates Room, Ambition Events, Premier Golf consulting, British Military Fitness.

Coverage obtained in: daily national newspapers, Sunday newspapers & supplements, consumer magazines, sport specific magazines (Running, ski, triathlon, tennis, and golf) trade press, charity press, and online media.

Shoe brands retailed: Adidas, Asics, Mizuno, Saucony, Brooks and (Skiing): Head, Atomic, Nordica, Tecnica, Lange, Salomon, and Rossignol

More information – www.profeet.co.uk