Kickers Spring Summer 2014 ‘Fit in / Stand Out’ a campaign designed to engage with the Kickers consumer in a fun and engaging way bringing their stories to life in an authentic manner, leveraging their genuine love for the brand.
From the proud mum sharing her photos of her kids first day at school, to the fashionista posting selfies straight on Lookbook, they are the instagram generation, who use social media to reach out and share their stories with a digital world. Whether they FIT IN a tribe or STAND OUT as individuals, they express themselves through their clothing, where they hang out and what they say. They’re no longer satisfied with being passive observers, they want to make the headlines. They don’t want to be dictated to or told what to wear by brands but want to engage in a dialogue with them. By putting their own twist on fashion, they’ve become the new style influencers, turning the street into their catwalk.
With the use of hashtags, they where given a platform to express themselves, share their stories, pictures and videos on social media, with the call to action: Do you #FIT IN. Or #STAND OUT?