Page 18 - Hyba - Brand Book - En

C ONSUMER

SE GMENT S

THE COMMITTED
CONSUMER MINDSET ENTHUSIAST

Our lives are busier than ever. Over- Regardless of size, shape or age,
scheduled. Over-booked. Always on the go. our consumers are united in their
No time for exercise. No time for me. commitment to wellness and fitness.

Yet, there are those of us who prioritize For the committed enthusiast, exercise
being active in the same way we prioritize is important. While her life is go-go-go,
our jobs, our friends, our families. Exercise she prioritizes being active and almost
is just a part of who we are. It’s in our DNA. always finds a way to fit fitness into her
We’ll wake up 45 minutes early. We’ll brave busy schedule.
the rain (uphill) for a run. Go to a meeting
a little sweaty or be late to happy hour. All She aspires to work out 2 to 3 times per
to squeeze in a workout. Because we know week, whether training, running or
that working out satisfies our mind, our doing yoga.
body, our spirit. She buys a wide range of activewear and
has a solid knowledge of performance
fabrics, fit and technical gear – she’s
no newbie but she always appreciates
expert advice.
She enjoys being active so much that
activewear has become a part of her
lifestyle – for exercise and for athleisure.
Comfort is key.
She loves the feeling that she gets from
working out. Sure, she might be a little
sweaty – but that endorphin rush that
says, “ You rock, ” makes it all worth it.
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