Boat shoe pioneer Sperry, a division of Wolverine Worldwide, announced Tuesday a significant brand repositioning and multi-staged marketing campaign aimed to appeal to a younger, adventurous audience. The refreshed look, which includes a sharper logo and visual identity, coincides with Sperry’s 80th anniversary.
The global “Odysseys Await” brand campaign taps into the brand’s intrepid spirit with slogans that encourage storytelling and exploration. Sperry president Rick Blackshaw said, “It is our mission to ignite the human spirit through the power of sea-based discovery and adventure. 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, the company will launched the second half of the campaign, the Odyssey Project, where Sperry will enlist 80 brand ambassadors around the world with a challenge to move out of their comfort zones and try unfamiliar things. Each person will receive a custom shoebox containing a new pair of Sperry shoes and an itinerary that will send them on different “odysseys” around the world. Participants will share their experiences on Sperry’s social media channels, at Sperry retail stores and on Sperry.com.