Expansion Analysis & Strategy

ICANIWILL is a Swedish sportswear brand founded in 2012, with strong roots in gym culture. The brand creates training apparel for women and men, with the goal of helping customers perform at their best. Since its launch, ICIW has grown steadily and established itself as a strong player within sportswear. This project explores the potential for further growth through expansion into a new market.

The new market is strategically important for ICIW, where a growing training culture and a well-developed e-commerce landscape create good conditions for expansion. At the same time, the market is highly competitive, with global sports brands, local activewear brands and price-driven alternatives. The analysis showed that the consumer is clearly comparative and evaluates price in relation to concrete product benefits. For a premium brand, it is therefore crucial to make the value behind the price clear, especially through fit, quality and function. The central insight was that the path to purchase is about reducing uncertainty and making the customer feel confident in their choice.

The solution was to develop overall recommendations for ICIW’s possible way into the new market. The work was based on translating insights about the market, target group and competitive landscape into a strategic direction for how the brand can be perceived as more relevant in a new context. The recommendations covered several potential growth areas, including gym partnerships, brand partnerships, events, influencer marketing and performance marketing. Together, these areas formed a decision-making foundation for how ICIW can approach the market in a more locally anchored and long-term way, while staying connected to the brand’s roots in gym culture.