stride rite // rebrand
For anyone older than Gen X, Stride Rite was the iconic shoe for kids' first steps. But they’d become outdated and irrelevant to millennial moms. We created a new brand platform: “Built for childhood since 1919.” It drew on the brand's rich heritage without feeling fussy, and captured all the wonderful, weird, chaos that comes with toddlers. We brought the idea to life with a brand book and advertising concepts from print to digital and in-store.
body copy reads
“Have kids,” they said. “You’ll be so fulfilled,” they said. They never told you that you’d be living with the most adorably devious agent of pure domestic chaos. Our shoes are designed to be easy to put on while defying kids’ attempts to pull them right off. So at least one thing will be under control.
Credits
Senior copywriter: me
ECD, art director: Mike Lemme
Design director: Jen Kellogg
Agency photography producer: Justine Barnes
Photographer: Cynthia Perez