Research guides brand strategy: the evolution of Macron

A TSW research project to analyze the perception and positioning of the Macron sportswear brand after the launch of a new line

The evolution of a historic brand: listening to transform

In the world of sports, Macron has built a strong and recognizable identity over time, becoming a point of reference for clubs, athletes, and international competitions. A brand born from performance, solid in its technical codes and ability to translate expertise into product.

With the launch of the O.N.E. collection (an acronym for “Own Nothing Else”) in 2025, this identity evolves into a broader and more multifaceted brand experience. Sports culture remains its starting point, but it opens up to new ways of connecting with people, where performance and lifestyle coexist and influence each other.

This is where our project, developed together with Macron, was born: a journey designed to listen to the real experiences of those who live, choose, and purchase the brand. This work was designed to intercept the perceptions, expectations, and signals that emerge from contact with the O.N.E. collection, and understand how these elements contribute to redefining the way the brand is experienced.

A year later, this reading allows us to observe how the experience has evolved and the shift it has generated in the overall perception, offering Macron a concrete basis for understanding his own impact and guiding future choices based on what people give back over time.

Brand perception: differences between markets and evolution over time

To understand how Macron’s positioning was evolving and how it was interpreted in different markets, we developed a two-phase methodological approach, with the aim of comparing the situation before and after the repositioning process:

• Phase 1: Initial Assessment (end of 2024)

  First survey to establish an initial snapshot of the brand, analyzing how it was perceived and the associations it generated before the introduction of the new strategies.

• Phase 2: Impact Measurement (first quarter of 2026)

  Second survey to observe how these dynamics have changed over time and measure the impact of the actions taken.

The research involved over 2,100 people in three markets – Italy, the United Kingdom, and the United States – chosen to understand how the same brand is interpreted in different cultural contexts.

From a methodological perspective, we integrated complementary tools:

• Survey: structured questionnaires to collect declared perceptions.
• BARTT (Brand Association Reaction Time Test): to measure implicit associations through reaction times.

This integration allowed us to interpret change on two levels: the explicit level, consisting of declared opinions, and the implicit level, which emerges more subtly, allowing us to capture both conscious evaluations and more spontaneous dynamics regarding brand evolution.

Measuring the evolution of perception

To translate these signals into operational elements, we have identified a series of key indicators capable of accurately reflecting the brand’s positioning and its evolution over time. Specifically, the following were monitored:

• Logo awareness and recognition: how much the Macron symbol is identified and correctly associated with the brand
• Brand Name and Tagline Recognition: the ability to link the logo, name, and company motto
• Perceived values: how value associations evolve, from those most closely tied to sports to those more closely tied to lifestyle
• Style and perceived quality: how the brand’s style is interpreted and what level of quality is attributed to it
• Distinctiveness from competitors: the elements that differentiate Macron from other sports brands
• Daily purchase intention: the propensity to choose Macron products in everyday life
• Awareness of the Macron O.N.E. collection: the level of awareness of the new lifestyle line
• Value associations: the strength and speed of unconscious associations linked to the brand

These insights have helped guide the brand towards more targeted choices, identifying areas for consolidation and levers for intervention to strengthen its relevance in different contexts.

Co-designing brand evolution: research as a driver for strategic transformation

The work done with Macron has enabled us to understand the brand’s evolution over time and use these signals to guide positioning, communication, and product development decisions.

The transformation from a sports brand to a broader lifestyle presence is not immediate: it requires progressive work on the associations people form and on the coherence between product, communication, and context of use.

In this process, research played a specific role: to make these changes visible and indicate where to intervene to strengthen brand consistency and adapt strategies across different markets.