Sperry aims to reposition brand with new global campaign

US lifestyle label Sperry is aiming to reposition it's brand through a new integrated marketing campaign named Odysseys Await, which is designed to target a younger consumer group - millennials.

Founded in 1935 by Paul Sperry, the brand new global campaign is set to coincidence with its 80th anniversary whilst introducing Sperry's refreshed look and visual identity to a new target audience. The campaign, which launched around the globe this month, is said to better "reflect the authentic nature and values of the brand," in an appealing and attractive light to their new consumer group.

Sperry's new icon, which is part of its global campaign, is said to better reflect the brand's authentic values and help share Sperry's story with the "Intrepids." The brand's reenergized platform is designed to connect new customers with Sperry's ideals as well. "It is our mission to ignite the human spirit through the power of sea-based discovery and adventure," commented Rick Blackshaw, president of Sperry in a statement.

"We set out on an exploration to develop a campaign that encourages a youthful, global and digitally-connected group to discover and celebrate authentic stories still to be lived. The resulting creative is a huge departure from the brand’s previous work and aims to build relevancy with a bold, intrepid consumer around the globe."

Sperry is set to launch the second half of the new campaign, named the Odyssey Project, mid-March. The campaign involves 80 ambassadors, which range from friends of the brand, adventurers and consumers from around world, who have been challenged by the brand to move out of their comfort zone to discover new things about themselves and the world around them.

Their journeys will be documented and later shared globally on Sperry social media channels, at Sperry specialty stores and on Sperry.com.