AN ICONIC BOOT BRAND


TRANSFORMING INTO A LIFESTYLE BRAND

THE CHALLENGE

An iconic footwear brand – best known for being sturdy, functional & enduring – came to us to help them understand a new target audience and their relationship outdoors. We were tasked with bringing the hopes, dreams, challenges and fears of this consumer to life … as well as to help our clients land a new promise, that stays true to the heritage of the brand, while evolving with the times.  

THE APPROACH

We think it’s pretty hard to understand nature until you … head out into nature. To really understand these consumers at their core – and to take advantage of the honesty and openness the outdoors can evoke – we hung out in the great outdoors worldwide. As well as getting outfitted at outdoors-focused stores with this growth target, we took them outside, going so far as to trek through the Dolomites, in order to really understand their passion for the natural world, heritage brands … and the intersection of the two.

THE IMPACT

We brought this global target to life for our client in a highly explicit and visually-stimulating brand purpose workshop, allowing them to tease apart what’s truly at the core of the brand, and how to express it in a modern way. This new outlook helped our client turn around a decline in market share, growing its sales by 15% in a single quarter, improving its performance in every global market and significantly improving its profit margin.