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Rockport's "Choose To Walk"
Campaign Seeks Brand Loyalty |
Rockport, a division of adidas, is "urging shoe shoppers to 'Choose to walk'" as part of a new campaign for the company's spring line, according to Stuart Elliott of the N.Y. TIMES. The brand is celebrating "people who have chosen to live professional and personal lives that may step off the beaten path but are nonetheless fulfilling and rewarding." The campaign, via Hill, Holliday, Connors, Cosmopulos, Boston, (HHCC) features print, outdoor and retail components, as well as ads on Rockport.com. The print ads will appear in Esquire, Fast Company, Marie Claire, Outside, Sports Illustrated and Women's Health. The campaign is "among several from mainstream marketers that seek to inspire brand loyalty by presenting inspiring stories about people who decide there is more to life than walking the straight and narrow." Rockport Global Marketing Communications Dir Michael Mahoney said that "being able to follow your calling 'is an empowering idea, very aspirational.'" Mahoney: "How success is defined varies." He added that that attitude is "particularly true ... among the consumers who are the 'true target' of Rockport's marketing missives: active, well-educated male and female professionals, ages 25 to 50, who live in metropolitan areas or want to pursue an urban life style." Elliott noted the new campaign "replaces print and outdoor ads for Rockport that ran last year" under the theme "Live in Rockport." HHCC Exec VP & Chief Creative Officer Kevin Moehlenkamp said the change came after a "re-look at the brand," which concluded with "more of a commitment to a metropolitan demographic, people in and around cities." Rockport spends "about $5[M] a year on advertising" in the U.S. The new campaign is "going to be global, appearing in 70 countries where Rockport shoes are sold" (
N.Y. TIMES, 3/2).
