Avia has always been about technology, but when this multi-sport footwear company needed a boost to their brand image they sought out Blue C. Tasked with refreshing the brand through advertising collateral, catalogs, retailer and consumer pieces, direct mail and communications centered on AVIA's strong emphasis on technology, Blue C took on the challenge full steam. As AVIA remains immersed in race, displaying their commitment, involvement and dedication to the athletic community with title sponsorship of the AVIA Orange County Marathon and AVIA Wildflower Triathlons, we felt it was helpful to leverage key partnerships with well-known athletes of the sports, including them as an important element of the campaign.