How do you reinvigorate a tired legacy brand?


Working with a number of footwear brands within Wolverine Worldwide, we were tasked with changing the perception of the Sperry brand. Globally recognised as the shoe for sailing, our challenge was to reach a younger generation to show Sperry Topsiders as contemporary summer shoes.


Our approach helped move Sperry away from the expected boating references. Working with illustrator, Jon Contino, we created a socially amplified in-store experience to deliver reach, sales and the spirit of summer travel.


The installation became the most socially posted Citadium retail unit in summer 2016, with a sales increase of 75% and is now a central feature of the global retail platform for Sperry.

What we did

  • Campaign strategy
  • Campaign identity
  • Digital and retail activation
  • Global toolkit
  • Brand training.