The turn

The insight

EKANA stops selling the cheapest custom kit and starts selling one relationship that dresses the team, gets the town behind it, and takes the coordination off the club.

Today

EKANA today is essentially the cheaper version of the custom-specialist proposition. Its line sits on top of theirs on nearly every factor, only cheaper and without a shop. The two rows where it scores highest, fully custom design and flexible terms, it shares with the specialists. It is not meaningfully differentiated, and price is the only argument it has, which is why the cheapest supplier wins the year and the next cheapest wins the next. That is the red ocean, and it is where this exercise started.

What changed the question

The question stopped being how EKANA sells a club a better shirt. It became how EKANA helps a small club become something its own town wants to follow, wear and stand behind, and whether that job can still be done by three people.

We dress your team and get your town behind them.