CHALLENGE

Sheertex tights cost 9x more than generic tights. However, Sheertex uses a patented knit up to 10x stronger than steel and fibers traditionally found in mountain climbing equipment.

How can Sheertex communicate its value proposition to justify the premium price and encourage consumers to invest in its products?

INSIGHT

Customers feel discouraged from committing to Sheertex’s premium price because the brand is the first in its category — it takes more education for consumers to change their behavior.

APPROACH

Demonstrate the strength of Sheertex’s innovative knits.

Stretched Here, Made For Your Legs