Most Americans know the name Tony Little. They associate him with images of Gazelles (not the animal), “You Can Do It!” and, yes, that iconic pony tail. By several accounts, Tony Little has logged more airtime on US television than any other celebrity (averaging about 6,000 hours a year). He has been seen on TV in 81 countries, touched over 45 million consumers and generated more than $3 billion in sales.
In order to continue this long-term success in today’s always connected, never stopping world, Tony recognized the need to position his brand for future growth. He was familiar with the Schifino Lee team’s success building retail brands such as Lifestyle Family Fitness and Enterprise Rent-A-Car, so he reached out to us. The only mandatory: “I will not cut the pony tail.”
Schifino Lee built on Tony Little’s brand strengths: authenticity, approachability, making every day an opportunity to be positive. We developed a brand strategy and platform that communicated the idea of Enjoy Possible. Every touchpoint (Web, logo, social media, e.g.) communicates Tony’s inspirational and motivational “You Can Do It!” attitude.
