Hi-Tec makes Live & Breathe its global above-the-line agency
Shoe brand Hi-Tec has appointed Live & Breathe as its global above-the-line agency and strategic partner.
The agency was appointed following a competitive pitch and follows Hi-Tec’s decision to consolidate its global advertising into one agency as part of its global expansion plans having recently moved its headquarters to Amsterdam.
The move includes the group’s product development, design, marketing and finance functions.
Live & Breathe has worked with Hi-Tec for nine years on a number of brand projects for trade and consumer audiences, and will now support the brand in the launch of its new brand position ‘Inspired by Life’ to its global consumer base.
Simon Bonham, global marketing director for Hi-Tec commented: “Live & Breathe has accompanied us on a fascinating journey over the last decade as we have consolidated our position in the market as an innovative, global brand and a consistent leader in the global sports, outdoor and tactical shoe market. They have proved their worth as a source of creative inspiration and sound strategic guidance.”
Nick Gray, Live & Breathe MD adds: “Hi-Tec is an inspiring company with a great track record in innovation. It makes a substantial investment in R&D – it’s adoption of P2i’s Ion-Mask water management system is an excellent example – and is not afraid to push the boundaries in every aspect of its business. For this reason it’s a great client to work with. Not only does it give us the opportunity to truly flex our creative and strategic muscles through brand proposition development work, but we also get to activate these ideas globally.”
The proposition was launched to the trade last year and consumers earlier this year.