When the ancient Roman Gods lorded over our forebears' lands, nobody would have imagined that in 2016 a new fitness clothing brand could merge the ancient culture with the modern fashion.
The story of a brand
Firesign, your nature is divine is the new motto for sport lovers. I met Gantcho Boyadjiev, the founder and brand manager of #Firesign, who told about the idea behind this new fitness clothing brand.
How can a new company be competitive on the market of fitness fashion clothing among the various famous houses? Which promise can it give to its target audience and how can an entrepreneur represent its values in a commercial?
To answer all these questions I decided to interview Gantcho Boyadjiev who invited me to the official shooting of the new Firesign commercial.
The backstage of the event
That day I visited Firesign's studio in Milan (Italy) and met many models of the official team: Lorenzo Sarcinella, Susanna Sitova and Alessandro Galvani. According to the art director's idea, they would represent the strong Roman warriors who defeated the limits of life, believing in themselves and discovering a new divine force inside.
Lorenzo was chained up between two columns and destined to starve for the eternity. Tried by his hard past, he lied like his forefather Prometeus, waiting for his cruel destiny.
Suddenly, two mystic figures appeared through the fog. Two beings half human and half divine, indeed…they had a special tattoo on their backs. Yes, it is…there is the Firesign power on their bodies!
Susanna and Alessandro, strengthened by their interior light, whispered to Lorenzo a formula to free himself from the chains: your nature is divine.
That’s the promise of Firesign.
Gantcho’s fitness vision
What does fitness mean for an entrepreneur? Gantcho explained the way he lives and that fitness is one of the core ingredients of his everyday life.
Fitness is not only a sporadic activity or a hobby, but a lifestyle. A way of life devoted to sport and friendship. A mind-set to love life, to be open-minded and get positive vibes from friends.
Fitness is not limited to be a mere passive way to live, but is also a tool that allows to share ideas and interests. A power thinking which unifies communities and strengthens souls.
The interview
Check out my interview with Gantcho and feel his entrepreneurial spirit with a pure passion for fitness. Let me know if you are curious to find out other facts about him or the Firesign brand.
WHAT DO YOU THINK
Having a strong brand identity and mission is crucial in marketing. The name of Firesign refers to the three fire signs of the horoscope: Arias, Leo and Sagittarius. Do you think it can be a weak point for this brand and its promotion? If so, why?
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