Riedell Skating Boots, made in Red Wing, MN  partnered with John Wilson Blades in Sheffield, England for over 50 years. After mastering the Boot Business, Riedell chose to expand into blades that are made in America, with a lower price point. This was a branding project from start to finish, including the brand name, logo, positioning statement, individual blade names, toe mark art, glaring photoshoots and POS displays in figure skating supply stores. It proved successful, as Riedell eclipsed the competition, and remains the #1 selling blade manufactured in America.