Italian shoemaker Geox has tied with photographer Rankin to launch a global campaign that aims to reposition it as modern, premium lifestyle brand.
The fashion brand wants the strategic shift to open it up to new consumers. To do that, Rankin has been brought on board to shake-up its creative, with outdoor, press, online and social that blend fashion, well-being and life experiences together.
The hashtag startbreathing sits at the heart of the push, acting as a cool to action on the likes of Facebook, YouTube and Instagram where access a 60-second fashion film, behind-the-scenes footage the brand’s manifesto and also short pieces of shareable philosophy. Music exclusively composed by Beatbox artist and internet sensation Nicole Paris soundtracks the campaign.
Geox expects the campaign, which was created by Doner, to help it grow the business by 300 per cent over the next five years.
Giovanni Peracin, vice president of marketing worldwide at Geox, said: “Geox as a brand is on a journey from a rational, functional territory – the shoes with breathable soles – to something far more emotionally engaging. This shift in focus will open up new audiences and widen the brand’s appeal, helping the business achieve its five-year growth plan.”