Olympian Alan Culpepper approached Moxie Sozo about launching a chain of running shoe specialty stores, beginning in Colorado. Before embarking on the creative process, the agency conducted an audit of the competitive landscape which revealed key opportunities in the marketplace. From this research, Moxie Sozo developed the brand’s identity, attributes, positioning and retail experience. Careful consideration was given to the rational and emotional drivers of the store’s target audience when creating the overall look, feel and messaging of the company. Within six months of launch, Solepepper Sports was widely considered to be one of the premier running shoe specialty retailers in the region.