Finishology Behind this shoe is a lot of technology, a lot of philosophy and a huge commitment to providing the triathlete with the support and fit they need when coming off the bike at the end stage of the race. We defined it Finishology. Rather than focus on AVIA's latest triathlete shoe, the Avi-Lite Guide, Blue C decided to focus on what went into it. The overarching creative strategy of Finishology spoke directly to this distinctive audience and spoke to them in the terms they want to hear, - they want to finish. Jeff Bentley, Partner and Creative Director at Blue C says, "We wanted to get the message across that this is bigger than just another shoe design, this is something special." The campaign was first introduced in a teaser ad introducing Finishology but not showing the product, then followed up by the unveiling campaign to highlight the Avi-Lite Guide. Collateral and POP Retail Displays soon followed to reinforce this new product and it's philosophy.