SAN FRANCISCO, July 17, 2015 (GLOBE NEWSWIRE) -- Celebrated children's shoe maker Stride Rite announced today a brand repositioning, refreshed brand identity system and integrated marketing campaign. Duncan/Channon was tapped by Stride Rite to lead strategic and creative development of a significant advertising effort based on the nearly century-old brand's new "Built for Childhood" brand platform.
"With our commitment to quality at the foundation of this brand, Stride Rite has been an expert in kids' shoes for nearly 100 years," said Ira Hernowitz, president of Stride Rite. "We're thrilled now to introduce this brand to a new generation, with a refresh and new campaign that truly speaks to them. With its impressive track record, relaunching brands like Hard Rock, StubHub and Esurance, Duncan/Channon has been a great partner in evolving the Stride Rite brand to connect with millennial parents and reintroduce a brand that has been built for childhood since 1919."
Following extensive research, Duncan/Channon developed Stride Rite's brand platform and refresh strategy. The new "Built for Childhood" platform was inspired by the Stride Rite team's everyday experiences as parents, bolstered by the brand's decades-long commitment to quality and expertise in children's footwear. The new work encourages parents both to embrace the chaos and come prepared. The fully integrated campaign launches today across multiple channels, including digital video, print, online, mobile and social advertising, with the strategy of breaking through the back to school clutter by reaching Mom during her time and starting a peer-to-peer conversation.
"We're thrilled to have been chosen to reintroduce a brand that has been a category leader for nearly a century," said Michael Lemme, chief creative officer and partner at Duncan/Channon. "Frankly, this is what we love and do best, and we look forward to building on the great heritage of Stride Rite to engage a whole new generation of moms and dads."
About Stride Rite
Founded in 1919, Stride Rite combines heritage and knowledge, steeped in nearly 100 years in children's footwear, with a modern-day understanding of kids' every day adventures. Inspired by real life, Stride Rite prides itself on making great looking, high quality footwear, building strong consumer relationships and providing families with the best shopping experience in the industry. Powered by a team of dedicated kid experts, who are also devoted parents, Stride Rite is truly Built for Childhood ™. Stride Rite is a division of Wolverine World Wide, Inc. For additional information, please visit our website, striderite.com.
About Wolverine Worldwide
With a commitment to service and product excellence, Wolverine World Wide, Inc. is one of the world's leading marketers of branded casual, active lifestyle, work, outdoor sport, athletic, children's and uniform footwear and apparel. The Company's portfolio of highly recognized brands includes: Merrell®, Sperry®, Hush Puppies®, Saucony®, Wolverine®, Keds®, Stride Rite®, Sebago®, Cushe®, Chaco®, Bates®, HYTEST®, and Soft Style®. The Company also is the global footwear licensee of the popular brands Cat® and Harley-Davidson®. The Company's products are carried by leading retailers in the U.S. and globally in approximately 200 countries and territories. For additional information, please visit our website, www.wolverineworldwide.com.
About Duncan/Channon
Duncan/Channon (duncanchannon.com) is an integrated, independent, full-service advertising and design agency, ranked among the top 10 Bay Area agencies by the San Francisco Business Times. Duncan/Channon specializes in re-launching brands and has won first prize in the Rebrand 100 global competition, as well as media plan of the year from the 4A's. Current clients include StubHub, Sephora, Kona Brewing, Red Hook, John Muir Health and the California Tobacco Control Program. Duncan/Channon was founded in 1990 and is housed in an historic building in downtown San Francisco.