Naked has developed a print, online and experiential campaign to support the launch of a range of new products from Kickers.
It will launch a new strapline, Meet the Kickers, and aims to shift the company away from branding campaigns to focus on pushing products. It breaks this month.
To support its new positioning, the brand will tour a variety of music festivals with a movable dance studio, where it will film people’s feet as they dance wearing Kickers shoes. The clips will be edited to create a music video to accompany the launch of remixed versions of a new song by a band well known among the shoe brand’s 18to 24-year-old consumers. The band has yet to be revealed.