EAGLE, a local sports shoe and apparel brand, has undergone a rebranding to strengthen its relevance amidst current trends.

Embracing a new identity with a fresh logo, technology, and product categories, EAGLE is committed to providing solutions in line with the sportstyle trend, combining sports elements with daily functionality through this rebranding.

JM. You, President Director of EAGLE, mentioned that this change is inspired by the spirit of individuals who continue to strive despite facing challenges.

“Our new logo, developed from the symbol of an eagle’s claw, reflects strength and optimism. This is a reflection of EAGLE’s vision to empower individuals in achieving their goals,” said You at the Tribrata Polri Building in Kebayoran Baru, Jakarta, on Friday (29/11/2024).

Aulya Elyasa, Head of Brand & Marcom at EAGLE, acknowledged the challenges, especially in delivering competitive designs, quality, and pricing. This rebranding comes amid fierce competition in the rapidly growing local footwear industry.

Nevertheless, Aulya emphasized EAGLE’s optimism in remaining a leading brand that supports the sportstyle lifestyle through multifunctional products.

“One of the latest innovations is the implementation of Ultra Leap Tech technology on the outsole of the products. This technology offers flexibility and strength to support lighter and more dynamic user movements,” she said.

Budisono, Head of Product & Design at EAGLE, explained that many people now need versatile products for work, sports, or just hanging out. According to him, the latest EAGLE series meets these needs with ergonomic designs and superior performance.

“New products like PNR Prime and Shadow Run integrate this technology, providing a more efficient movement experience compared to previous series. This technology is also designed to meet the demands of an increasingly dynamic urban consumer,” he said.

In addition to focusing on product innovation, EAGLE is also actively supporting national sports, including partnering with the Badminton Association of Indonesia and supporting Special Olympics Indonesia (SOINA) on the international stage.

Legendary athlete Ricky Soebagdja, who is now a Brand Ambassador for EAGLE, emphasized the importance of quality sportswear support.

“The right support is crucial for the best performance of athletes, both at the national and international levels,” he said.