FOXY CLIMBING
POSITIONING A PREMIUM BRAND IN THE RAPIDLY EXPANDING CLIMBING TRAINING SECTOR
The global explosion in popularity of climbing has led to the rapid growth of the climbing training product category. One of the fastest-growing products is lifting edges to support climbers, gaining stronger fingers to take on their climbing projects.
Enter Foxy Climbing, founded by pro-climbers Ned Feehally and Shauna Coxsey, to develop an aluminium lifting edge to support climbers in having stronger, healthier fingers.
They needed a brand that could cut through early, scale with intent and hold long-term credibility within climbing.
Band of Birds partnered with Foxy to define and embed a brand built for exactly that.
The Challenge
The climbing training product category is evolving quickly. A rapid influx of brands is entering the space, increasing overlap in product function, and audience expectations are rising around design, identity and authenticity.
Foxy had a strong product and founding story built around recognisable figures in the climbing industry, but needed:
A clear, defensible brand positioning
Distinct and recognisable brand codes
A strategic foundation to support growth and marketing decisions
WHAT WE DID
Brand Strategy & Positioning
We worked closely with the founders to define a clear strategic position within the category — grounded in how Foxy shows up, not just what it sells.
Shared anticipated market size, competitor analysis and demographic composition of customer base.
Defined core brand values from Director Interviews.
Clarified tone, personality and point of view.
Established a positioning that separates Foxy from purely functional competitors.
Brand Codes & Identity Direction
We translated the strategy into a system that is instantly recognisable.
Defined visual and verbal brand codes.
Created consistency of message across product, content and communications.
Identified ‘brand cousins’ in different sectors to identify best practices from companies with shared values.
Ensured the brand feels premium, intentional and culturally aligned.
Strategic & Tactical Marketing Support
Beyond brand foundations, we supported Foxy in taking this to market.
Go-to-market thinking for product launches.
Content and campaign direction.
Guidance on brand partnerships and athlete alignment.
Decision-making frameworks for scaling in a competitive space.
OUTCOME
Foxy now operates with a clear and consistent brand built to scale.
Foxy has a distinct position in a competitive market
Strong alignment between product, brand and audience
A foundation for long-term growth.
Working closely with the Directors, we didn’t just define the brand but created a system for the brand to grow.