Polaris is an industry leader in the snowmobile and ATV world because of their superior products. They take great pride in the meticulous engineering of every product stamped with “Polaris”. But in a competitive world, their aftermarket (parts, accessories, and apparel) business was suffering. Retailers, inundated with cheaper competitor brands, were quick to endorse low-cost products to close the sale. We needed to elevate the Polaris brand and convince consumers buying “original” is a better value proposition than aftermarket products.