Sperry Announces Brand Repositioning and Global Campaign Launch
February 24 2015 - 5:00AM
Business Wire
Brand targets new consumer mindset and inspires
others to live life to the fullest
Sperry, the creator of the world’s first boat shoe, announced
today a significant brand-repositioning and multi-staged,
integrated marketing campaign. Since 1935, Paul Sperry’s inventive
spirit has inspired adventurous souls who strive to live life to
the fullest. Driven by this philosophy to treat each day as an
odyssey, Sperry launched its Odysseys AwaitTM brand campaign, a
global platform which channels the salty spirit and ingenuity of
its founder and coincides with the brand’s 80th anniversary.
Sperry’s evolution includes a refreshed corporate logo and
visual identity, which will be introduced as the Odysseys AwaitTM
campaign launches this month. The new icon better reflects the
authentic nature and values of the brand while appealing to an
audience that has genuine stories to share and tell. Sperry
identified this new consumer segment—a younger, passionate
individual—united by the same adventurous spirit as Paul Sperry—as
“Intrepids.” Sperry’s reenergized brand platform connects with
these modern-day explorers who are fueled by a passion to live a
meaningful, fulfilling life, rather than simply living in the
moment.
“It is our mission to ignite the human spirit through the power
of sea-based discovery and adventure,” said Rick Blackshaw,
president of Sperry. “We set out on an exploration to develop a
campaign that encourages a youthful, global and digitally-connected
group to discover and celebrate authentic stories still to be
lived. The resulting creative is a huge departure from the brand’s
previous work and aims to build relevancy with a bold, intrepid
consumer around the globe.”
In mid-March, Sperry will unveil the second half of the
campaign—the Odyssey ProjectTM—a compelling, experiential and
content-creation initiative that celebrates inspirational
discoveries and encourages ongoing engagement. Through the Odyssey
ProjectTM, Sperry will activate 80 ambassadors around the world
with a challenge—to move out of their comfort zones, visit
unexpected places, try unfamiliar things and discover more about
themselves and the world around them. Each person will receive a
custom shoebox, containing a new pair of Sperrys and an itinerary
which will send them on different odysseys around the world to
discover new people, places and experiences and, ultimately, bring
back unforgettable stories. The user-generated content will be
shared globally on Sperry social channels, at Sperry specialty
retail stores and on Sperry.com.
About Sperry
Sperry was founded in 1935 by avid sailor, inventor and intrepid
explorer Paul Sperry. From the invention of the world’s first boat
shoe to a full collection of sea-tested lifestyle products, Sperry
equips all those who believe the best stories are written with
their feet. Proud sponsor of the United States Sailing Team and
numerous world-class regattas, including Charleston Race Week and
Head of the Charles, Sperry is distributed around the world at
independent and department stores in North America, Asia, Europe
and Latin America, Sperry specialty retail stores and at
Sperry.com. Sperry® is a division of Wolverine World Wide, Inc. one
of the world’s leading marketers of branded casual, active
lifestyle, work, outdoor sport, athletic, children’s and uniform
footwear and apparel. The Company’s portfolio of highly recognized
brands also includes: Merrell®, Hush Puppies®, Saucony®,
Wolverine®, Keds®, Stride Rite®, Sebago®, Cushe®, Chaco®, Bates®,
HYTEST®, and Soft Style®. The Company also is the global footwear
licensee of the popular brands Cat® and Harley-Davidson®. The
Company’s products are carried by leading retailers in the U.S. and
globally in approximately 200 countries and territories. For
additional information, please visit our website,
www.wolverineworldwide.com.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150224005121/en/
LaForce + StevensDavid Shulman,
646-374-0842dshulman@laforce-stevens.com
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