Launch of World Archery

PRESS RELEASE   Lausanne (SUI) / Antalya (TUR) – 2 June 2009   Launch of World Archery   On the occasion of the Archery World Cup stage in Antalya (TUR) this week, the International Archery Federation (FITA) officially launches its new brand and logo – World Archery.   World Archery is a forward-focused brand representing the sport of archery to both sports enthusiasts and the worldwide market beyond the archery family. The federation wants the sport of archery to be in the forefront—a global consumer brand, that promotes archery at every level with enthusiasm and passion.   Represented by the new, dynamic logo, the World Archery brand unifies all of the activities, events, and members of the federation under one brand name to be centrally promoted by FITA and its Continental Associations. The FITA entity and logo remain valid as the producer of this brand. The World Archery logo will be used at upcoming events such as the Youth, Para-Archery and World Archery Championships.      FITA Secretary General Tom DIELEN    at the press conference in Antalya The vibrant colours, a fundamental characteristic of the World Archery logo, reflect its bright and modern attitude while building all-important recognition. Following best business practices from the corporate world, FITA understands that the immense value of strong branding cannot be over emphasized, especially today. The new brand—World Archery—was developed with the strategic cooperation of TSE Consulting; former Saatchi and Saatchi designer Nick DARKE designed the logo.   FITA President, Prof Dr Ugur ERDENER, said: “FITA is among the first of the international sport federations to create a consumer brand for its sport. We believe it is very important that all archery activities be unified with one brand name. The purpose is simply to make archery stronger worldwide.”   The World Archery brand, established primarily to promote the sport of archery to a broad target market around the world, is the result of the Archery World Plan that developed a clear definition of the values and image of international archery. Built on values such as heritage and harmony, the essential modern image of the sport encompasses mind, body and technology. There are two key words that best express the core of the World Archery brand: precision and intensity.   The development of the new brand demonstrates FITA’s drive and ambition for development. The World Archery brand is one of the first of many exciting developments that will come from the archery community in the next few years. The federation has taken the lead in focusing on the archery brand to ensure the sport remains competitive in today’s market.   For more information, please contact FITA at: info@archery.org.   Didier MIEVILLE FITA Communication