Leonida Profile
ProLaps is the sports brand of Leonida. The name is the immediate conversation. The brand is aware. The brand named itself ProLaps knowing what it sounds like and has never issued a statement addressing this. The Vice City marketing team either thought very hard about it or not at all, and the outcome of either is the same product.
The performance apparel range covers everything from gym basics to the kind of technical outerwear that Vice City marathon runners wear while running past Horny's and looking at the menu. The quality is above Binco, which is the standard the customer checks before purchasing.
ProLaps branding appears at Vice City sporting events alongside Buff Beer, which creates a visual pairing that communicates something specific about the Leonida relationship between fitness and drinking. The brand has not addressed this adjacency. The events continue to feature both.