Soccer Brand Segmentation & Apparel Structure
Revolutionizing Product Strategy for Penalty
About Penalty
Penalty is a renowned Brazilian sports brand with a rich history of delivering high-quality sports equipment and apparel since 1970. Specializing in soccer gear, the brand has become synonymous with performance, innovation, and durability. Offering a comprehensive range of products—including soccer balls, uniforms, footwear, and protective gear—Penalty serves both professional athletes and amateur players.
With deep roots in Brazilian football culture, Penalty supports teams and players across multiple leagues, from local clubs to international tournaments. The company is committed to continuous innovation, integrating advanced materials and technology to enhance athletic performance and comfort. In recent years, Penalty has also embraced sustainable practices, incorporating eco-friendly materials and production methods to reduce its environmental impact while maintaining its legacy of excellence in sportswear and equipment.
The Mission
As the Product Manager for Apparel and Socks, I led a complete transformation of Penalty’s apparel category. This project involved restructuring the collection to create a more strategic and consumer-oriented product segmentation.
The goal was to shift the focus from individual sports to a broader, multifunctional, and commercially viable collection. This approach ensured that products were categorized based on their functional benefits rather than just market trends, making the collection more structured, strategic, and scalable.
To support this transition and improve communication with sales teams, I personally designed the wholesale catalog, ensuring that product messaging, segmentation, and key selling points were clear and compelling.
Services Provided:
✔️ Product Strategy
✔️ Brand Strategy
✔️ Product Segmentation
✔️ Design Direction
✔️ Sales Strategy
The Process
This was a one-year full-time project, where I conducted in-depth research, market analysis, and product development. Below are the key steps taken to define the new structure:
1. Research & Analysis
• Analyzed sales performance and identified gaps in the current apparel collection.
• Studied the wholesale catalog, identifying inconsistencies in product positioning.
• Reviewed sales data from Penalty Argentina to compare market trends.
• Conducted retail visits across Brazil to observe in-store presentation and consumer preferences.
• Worked alongside the sales team to monitor customer interactions and understand key pain points.
2. Objectives
• Reorganize apparel segments and categories for a more structured and strategic approach.
• Improve product information to educate the sales team and enhance communication.
• Increase sales and optimize margins by refining product offerings and pricing strategies.
3. Identified Problems
• The apparel collection lacked structure, with products being developed solely based on competitor offerings.
• Pricing strategies were overly focused on undercutting competitors, leading to predatory pricing instead of value-driven differentiation.
• There was no clear segmentation, making it difficult for consumers and sales teams to understand product positioning and benefits.
The Solution
We completely restructured the apparel collection, introducing a new segmentation strategy based on functionality and consumer benefits rather than arbitrary categories. This shift allowed us to create a more strategic, versatile, and commercially viable product lineup.
Key Achievements
As a result of this strategic overhaul, we achieved:
✅ 100% restructured apparel collection → Built a cohesive, functional, and scalable segmentation model.
✅ 18% cost reduction → Optimized raw material selection and renegotiated supplier contracts.
New Segmentation Strategy
🏆 PENALTY X → Lightweight & Multifunctional
A collection designed for maximum versatility, combining performance and everyday usability.
💨 PENALTY AIR DRY → Breathability & Multifunctionality
Focused on moisture-wicking technology, ensuring comfort and performance.
🛡️ PENALTY BLOCK → Protection & Performance
Enhanced durability and impact resistance for high-intensity sports.
👟 PENALTY DUO → Comfort for Sport & Casual Wear
A versatile collection designed for both athletic performance and everyday comfort, blending sports functionality with lifestyle appeal.
⚡ PENALTY ENERGY → Elasticity & Freedom
High-mobility designs that offer superior flexibility and comfort.
🔥 PENALTY XTREME → Durability & Resistance
Built to withstand extreme conditions, offering high abrasion resistance.
❄️ PENALTY SKIN → Thermal & Compression Gear
Designed for temperature regulation and muscle support.
Capsule Collections
In addition to the core segments, we introduced capsule collections to cater to niche markets:
✔ Soccer Teamwear
✔ Referee Wear
✔ Basketball Apparel
✔ Cycling Gear
✔ Beach Tennis Apparel
Design Execution
To ensure clear communication of the new product structure, I designed the wholesale catalog, making it a powerful sales tool for internal teams and retail partners.
🔹 Technology & Functionality Icons: Custom-designed for intuitive product differentiation
🔹 Catalog Tools: Adobe InDesign, Illustrator, Photoshop
THANKS FOR WATCHING