This undergraduate dissertation focuses on the importance of product revitalization, in the event of the decline in sales or product saturation. Prior to the product launch, companies need to analyze the target market thoroughly and in detail, and explore the desires and needs for that product. When launching a product on the market, companies need to constantly carry out activities so that consumer can learn about that product as soon as possible. If competition on the market is high and fierce, then companies are looking for additional activities to create additional value for consumers and thus gain more market share. By using the product life cycle concept, companies can, at any time, have an insight into the stages of product life and status of their product on the market, and by using that information to act in the best way. This undergraduate dissertation presents a variety of strategies that can be implemented in particular phases of the product life cycle, thus continuously maintaining the product on the market. The importance of product revitalization demonstrates why it is important to invest additionally in a product that has started to decline in the market and when consumers have lost interest in that product. If a certain product generates a profit, or it once used to, it is important to make additional efforts and resources to keep the product on the market and to survive, not only the product but also the enterprise itself. The aim of this dissertation is to comprehend and understand the importance of revitalizing the product through theoretical and practical interpretation, as it can result in a crucial decision that could save the company and the product. In the last part of this dissertation, the theoretical part is connected with practical, on the example of revitalization of the Startas sneakers brand by Borovo.