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Case Study
Cool Shoes

Can a OG ███ brand drop ████ with a new school twist?

 

 

Challenge

For decades ████ ████, painstakingly built up their worldwide ████ in order to score the most coveted ████. Then came the 20██s when █████ culture, boosted by the internet, went front and center reaching Patrick Bateman levels of excess; the ██ ██ X ██ raked in ██████, ██ ██ had ███ provocateur ██ ██ wilding out with ██ ██ wrapped in ███-sized ███, and the ██ ██ of the ██ “██ ██ █,” commanded a cool $██,███.

Meanwhile, ███ ██, one of the OG ██ ███ brands, was left out of the █████. ████ needed a new attitude to get back in the ████.

 

Approach

The ███ comeback story begins with deep, scrappy internetting. By ingesting large amounts of ████ and ████ across ███, ████, ███████ and ████, a new understanding of the ███ ███ emerged. Young ███ today don’t just ██ ██ and watch ██ ██ do ██ ██, they’re hellbent on becoming ███ themselves. And, not content to ██ in ██ █ ███, they’re modern ███ ███, rigging up GoPros or ████ to ███ ███ spent honing their ████ across ███, ████, ██████, ███, ███ etc. They increasingly used hashtags like #███████ to chronicle their ████.

Young ███ and their ████ were then recruited to chat about their ███ ████, and a few ███ souls agreed to ████ the entirety of their phone’s ████. By ███ ███ out and ████ an ███ ███, we built an eclectic model of a ███ ███ ████’s ████.

The resulting conversations sparked the simple insight that the “████ ████████” of the day is the one you already know--███ or your ███-███ ███ on the ██ ███--not the ███ and ████ of the world. We distilled this down to “████ > ███” as the new ██████ ███ attitude and rally cry, made manifest in the █████ ███ ████.

 

Win

The ████ ██ █████ began in the States in 20██, but its success spawned iterations worldwide, eventually reaching far-flung creative communities in ████, ███, ██████, █████, ███, and █████, and ran until 20██.

The ███ ████ honored the ███, ██ spirit of today’s ███, by hosting hands-on ██████ such as: ████ A ███ ███, Producing ████, █████ Photography, and ████-█████to name a few, and culminated in ██ ████ or ████ sessions. ██████ Ambassadors became a study in those ██ █ ████ ███, including █████/producer/director ████ ████, ███ ████ designers ██ & ███, pro ████ ███ ███, and collectives like █████ █████, ██ ███, ██ ██, and others.

Today, the ‘████ ███’ is a proud badge of the ███, ████ and self-████.

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