Rockport: Rockin' the World One Sole at a Time
[Brand Building | Fashion | 2007]
A classic old brand
Given relevance and style
A killer campaign
In 2007, global footwear company, Rockport, an adidas group brand, tapped M&F to help change media and consumer perception
of the brand from classic and understated to hip, innovative and fashionable. Building on deep relationships in fashion media,
the agency convinced editors to take a fresh look at Rockport shoes and consistently include them in product features.
Additionally, through aggressive product seeding, M&F was able to put Rockport shoes into the hands (and on the feet) of
hundreds of influentials in the music and entertainment business. The brand is now enjoying a renewed appreciation among the
fashion elite and has been featured in Esquire, GQ, Antenna, Complex, Maxim, Stuff and Vibe, to name a few.
2008 has seen Rockport looking to M&F to develop and implement a media strategy for the company's first global ad campaign,
"Live in Rockport," as well as conceptualize and execute promotional retail programs and events nationwide.
