Brand history:
Kelme (4/5)

CONTENT – KELME

Kelme. will travel through the history of the five brands subject of analysis from its beginnings to the present day. From the creation of each of them, going through their evolution, troubles brand management, advertising case studies success, strategies of marketing until the slope or misuse of politics in some of them. It also explores how the consumer's perspective on the brand has evolved. Over the decades, the consumer has become the central figure, while the product itself has taken a backseat.

KELME

/Story/

Alicante, España

Beginnings

In 1977, brothers Diego Quiles and José Quiles, who were dedicated to footwear and sports accessories, acquired the company The brand name KELME was inspired by the footwear company Francisco Riquelme. At the time, their main competitor was Paredes, but this didn't pose a threat, as the brand's development was already underway and couldn't be stopped. In 1979, they launched their first commercial.

80´s

First steps as a brand

In 1980, the small company expanded into the international market. It also founded the Kelme professional cycling team, which enjoys considerable recognition today and had great potential at the time.

That same year, they inaugurated their own sports facilities, making them available to the city, along with a social headquarters. This project went beyond mere commerce, and was quite unusual at the time. They worked with leisure and sports footwear, so in 1982 they capitalized on the popularity of the World Cup. That was undoubtedly the brand's peak.

Textiles, shoes and athletics

As early as 1983, they entered the textile market and began to explore other types of products. They created a professional athletics team and opened factories in Russia, subsequently sponsoring the Russian team at the Olympic Games. In 1987, they began to focus on advertising, signing basketball player Villacampa and soccer player Michel as brand ambassadors. The following year, they did the same with tennis champion Conchita Martínez and international soccer goalkeeper Zubizarreta.

90´s

They owed their success largely to sponsoring Said Auita, who was breaking records, winning titles, and dominating various distances. It was undoubtedly a safe bet at the time. By 1992, for the Barcelona Olympic Games, Kelme's apparel was featured in all disciplines, something that didn't sit well with other brands that had contracts with other athletes. Kelme continued to conquer new horizons and expand its reach.

The rise of Kelme

Its success with contracts, her social projects, and her product innovations made her unstoppable at the time. Catchy slogans like "Never give up" or "The best always win" set her apart from other competitors' marketing strategies.

I fully entered the world of football, sponsoring hundreds of teams and even signing with Real Madrid from 1994 to 1998. That year they changed their claw logo to an impersonal K. I also sponsored the TVE game show "¿Qué apostamos?" from 1995 to 1998, taking advantage of the advertising boom and the growth of marketing in Spain.

Year 2000 – present

In 2002, Kelme declared bankruptcy, and the Valencian regional government had to bail out the company, which was burdened with millions in debt. What had happened if everything had been going so well? Structural changes in the dynamics of the sporting goods industry, along with innovative mass global marketing techniques employed by the most powerful brands, meant that they would have to reinvent themselves or disappear.

Old logo and new owners

In 2004, the claw was reintroduced as the logo, and in 2007, several agreements were reached with the United States. 2008 was a year of transition for the brand, marked by changes in management, a decline in sales volume, and other factors. In 2014, Yuanxiang, one of the partners, acquired the brand rights in China. Four years later, and to this day, this Asian group owns 80% of the company.

In Kelme's case, a poor management of advertising and marketing led to their dramatic collapse, leaving them no time to react. This underscores the importance, especially today, of planning and implementing a sound strategy to adapt to and address changes over time.

People no longer focus as much on the product as they once did; society and the consumer have changed, they have evolved, and they no longer want a simple shoe or t-shirt with a logo. They want to identify with the brand, its values, its mission, with what is behind everything they are doing, and even more, why they are doing it.

/ Semiotic Analysis /

KELME

Visual Identity

– Composition: Typography and symbol.

– Shape: Curvilinear and animal symbol.

– Color: Black, conveys sobriety, grit, strength.

– Typography: Grungecker Modified?

– Possible relationships between form and meaning:

The animal's paw print or footprint is highly significant in its symbolism. It represents the final push before reaching the goal, the courage to reach the goal no matter the cost.

Brand imagery:

A symbol of valor, courage, and overcoming adversity in sports.

-Values ​​that the brand conveys

Attitude and personality to surpass oneself.

Does it generate relevant experiences?

Regarding the other brands in question, it does not have as large a community nor does it follow large currents of followers, but from its beginnings it supported and contributed to the social cause of sport.