Ingredient brand naming and naming strategy for Spalding

Spalding had invented an in-ball micro pump that kept balls inflated without changing their weight or balance. (How cool is that?) Rather than naming each type of sports ball, we suggested creating an ingredient brand name for the technology. After Infusion’s introduction, Spalding’s market share doubled and unit sales of Infusion balls topped one million in the first year alone. We were as pumped as Spalding.