Live & Breathe wins Hi-Tec’s global push

Live & Breathe has been appointed to create a $12m (£5.9m) global advertising push for sports shoe brand Hi-Tec following a three-way pitch.

The agency, which was formed from the merger of London design agency Explosive and Leeds-based integrated agency MSC earlier this year, has developed a campaign that will run in 29 markets around the world, based on the idea that “less is more”.

The press, outdoor, online and point-of-sale campaign supports Hi-Tec’s V-Lite sub-brand, which was introduced to highlight its lightweight footwear.

Hi-Tec uses a roster of agencies and has worked with Explosive in the past, but the latest win for Live & Breathe effectively makes it the brand’s lead global agency.

Hi-Tec’s group director of product and brand Tony Linford says: “Hi-Tec holds different positions in many of its 29 markets. To develop a campaign which delivers and resonates across so many territories is no mean feat.”

The largest part of the campaign – the consumer push – breaks this month and runs until October. Four executions have been developed, featuring the strapline “less weight, more performance”.