Global Brand Development

The brief:

K-Swiss needed a global brand proposition that would create “a stronger emotional connection with our consumers around the world”.

The barriers:

The European-, and US markets had different audiences, different products and different outlooks on the brand’s direction.

The answer:

MAKE organized strategy sessions across the globe with key market leaders, global and local researchers and cultural influencers.

We came to a strong, and unique, globally agreed proposition. Calling on the heritage and positive associations with it’s origin,we called it ‘The Californian Sports Company’.
It allowed the brand to open up into new sports and a recognizable mentality, while staying relevant to existing product categories and sponsorships.

It redefined the brand, gave it internal focus and drive, and the retailers loved it!

The new proposition was immediately rolled out globally in all communication, product and retail channels (and continues today).

The results:

– 1,500,000+ hits on the campaign site
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– FreeRunning was everywhere in the media
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– The sales were beyond expectations.