Pendo Develops Brand to Disrupt the Bracing Space
November 12, 2021
Knee braces have a bit of an image problem. When one thinks of them they think of injuries that keep us away from the activities we love, but if you’ve ever donned one, or any other kind of bracing system, and hit the pitch or jiu-jitsu mats you know that they allow you to participate and perform when you may have not thought it possible to.
To that end, Vancouver-based agency Pendo worked with athletic apparel company Stoko to shake up the bracing category. The brand’s unique Embrace System™ allows athletes to use built-in controls connected to tension cables sewn into the fabric, allowing them to customize the level of support they require. Therefore, rather than focus on injury and pain, the brand focuses on control and athletic potential, as exemplified by how the line is positioned as “supportive apparel.”
Pendo’s design taps into the origins of the brand (their name is derived from “stoke” as in “stoke the flame”) to produce an identity that ignites their ever-active consumer base. So your knees may be creaky, but no one needs to know.