Prowl

Building PROWL: Tiger Shroff' Journey to an Activewear Brand 

Introduction:

Tiger Shroff teamed up with Dream Theatre and Kwan (Mojostar) to create PROWL, a brand that mirrors his real-life persona and on-screen charisma. This case study showcases the steps taken to ensure the brand’s success.

Overview of the Brand:

PROWL is a dynamic lifestyle brand inspired by Tiger Shroff’s fitness, agility, and versatility. Dream Theatre was pivotal in bringing PROWL to life, leveraging its brand licensing and merchandising expertise.

Objectives:

To build a brand that extends Tiger Shroff’s influence beyond movies. To create a unique brand identity that resonates with his fanbase.

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Target Audience:

Young, fitness oriented individuals inspired by Tiger Shroff’s active lifestyle.

Strategy:

Approach: Conducted in depth research to understand what Tiger Shroff stands for and what resonates with his fans. Developed a customized licensing and implementation strategy. 

Execution:

• Brand Name and Logo Design: Created the brand name "PROWL" and designed a logo that embodies Tiger’s dynamic energy.

• Trademark Registrations: Ensured all intellectual property aspects were secured.

• Brand Bible and Packaging: Developed comprehensive guidelines and innovative packaging.

• Product Portfolio and Design Language: Collaborated with Tiger to identify product offerings and establish a cohesive design language.

• Product Manufacturing and Retail Launch: Managed the entire process from manufacturing to retail launch.

PROWL Workout Format: Partnered with Cure Fit to create a unique workout format under the PROWL brand.

Results/Outcomes:

Successful brand launch and positive market reception.

Strong brand identity and increased fan engagement.

Enhanced brand visibility through partnerships and promotions.

Impact:

Expanded Tiger Shroff’s brand presence beyond the film industry. Created a new revenue stream through merchandise and fitness programs.