From also-ran to Superbrand
The Challenge
Kickers originated in France in 1968 and are a true heritage brand, strongly linked to denim and the music industry, worn in the era of Townsend and Daltrey, right through to the likes of Kasabian and The Streets. After a 3-way pitch ODD was chosen as lead integrated design agency to infuse new life into Kickers and promote awareness of the full range available, across multiple media.
ODD Solution
‘Meet the Kickers’ encouraged consumers to have a fresh look at the brand. Press executions featured paper legs and emotive speech bubbles: ‘Happiness stitched in’, ‘Isn’t history a wonderful thing?’, ‘Welcome to feel-good’, all of which played on Kickers' rich cultural history.
ODD Results
During our tenure, Kickers was elevated to Superbrand status; Find Your Feet saw over 1,000 students across national universities upload their photos in a microsite promotion; and our 'Fancy Footwork' user-generated-content viral film achieved over 100,000 views.
Links
See Also
Kiss Breakfast
Lacoste Footwear
Meet the Kickers
