Sperry: From preppy boat shoe to revitalised brand

How might we find a sharp ownable angle, by exploring the unique connection fashion-conscious consumers have with water?

Future-proof Innovation | Brand Marketers | Consumer Insights Teams

The ‘Make Waves’ brand message underpinned Sperry’s marketing activities

The Challenge

Elizabeth Drori, the newly appointed Chief Marketing Officer of Sperry, tasked her team with establishing a purpose platform rooted in Sperry’s rich heritage of water.

The goal was a marketing campaign powerful enough to elevate Sperry beyond the association with boat shoes. To evolve the brand and connect with a new, younger audience in a meaningful way.

Our Approach

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The Result

“Wake waves”. A new brand message to be used across channels, from pop-up shops at festivals to social messaging and video ads. It became part of the Sperry brand mission.