Oxeego is a Made in Italy brand of high-tech sports socks, created to address the most critical point of performance: the foot under stress.

Oxeego is a "Made in Italy" brand of technical sports socks created to enhance athletic performance. Through brand positioning, social strategy, and performance marketing, we have built a perception of value that aligns with the brand's solid scientific foundation.

Project Objectives

When Oxeego chose us as its strategic and creative partner, the product was already excellent. Through Magnetic Branding®, we strengthened its positioning among a more expert audience while also opening the brand to a new target, building a perception of value consistent with its strong scientific foundation.

Repositioning

At the beginning of the collaboration, Oxeego’s communication was mainly driven by commercial and promotional dynamics. A reasonable choice during a growth phase, but one that did not fully enhance the product’s performance.
Based on a cross-analysis of several industry reports (indicating that around 65% of consumers prioritize trust and reputation over price) and our internal data, we shifted the strategic focus from price to meaning.

Oxeego began to be communicated for what it truly is: a product capable of reducing friction, enhancing microcirculation, and stabilizing the foot—ultimately increasing athlete safety. The language evolved accordingly, placing not only the product but also performance well-being at the center.

Social Strategy

The content strategy was redesigned to transform Oxeego into a brand that educates users on foot performance. Content no longer focuses on promotions, but on friction, stability, thermoregulation, and fatigue management—supported by a contemporary visual approach that translates these concepts into clear and distinctive codes.

In this way, Oxeego does not interrupt the conversation—it guides it, positioning itself as a reference point for those who care about their well-being.

CONTENT PRODUCTION

Ads / Performance

In the first months, the focus was on building brand assets to increase awareness and interest—a necessary phase to make subsequent commercial activation more effective.

In Q4 2025, the strategy shifted toward conversion, through an integrated performance marketing system on Google Ads and Meta Ads, combined with automation flows designed to intercept high-intent users and reduce funnel dispersion.

The data shows a structural improvement compared to the previous year. In November 2025, revenue exceeded the target by 95%, with a ROAS of 8 and a customer acquisition cost more than halved compared to November 2024. Orders increased by 175%, with the number of new customers more than doubling. In December 2025, the trend consolidated: revenue exceeded the target by 29%, CPA decreased by 35%, and orders grew by 83% compared to December 2024.

Orders +175%ROAS 8CPA -35%Revenue +95%

These results stem from two main factors: a marketing automation system that enabled communication to be tailored to different stages of the customer lifecycle, and a continuous process of producing, testing, and optimizing ad creatives based on daily performance data analysis.

Braint

The strategy takes shape through an ecosystem of creatives, developed and then analyzed using our proprietary software, Braint—designed to evaluate the real effectiveness of advertising campaigns before and during activation.

Despite differences in language, format, and objectives, all analyzed creatives achieved a Magnetic Index (our proprietary metric that measures the ability to capture attention, activate interest, remain memorable, and drive action) above 80%, confirming the strength of the creative system—not just individual outputs.

Conclusion

The journey built with Oxeego demonstrates how a gradual approach—starting from brand identity and evolving into a structured digital marketing strategy—can generate sustainable results. Well-executed branding is not an aesthetic exercise, but a safety factor: for the brand, which stops competing on price; and for the customer, who understands the true value of the product.