Stride Rite : Brand Development
Stride Rite, the venerable manufacturer of high quality children’s shoes, charged MDG with naming and national launch for a new collection of scientifically advanced footwear, developed in conjuncton with the Leon Root Motion Analysis Lab in NYC. The “SRT” (Sensory Response Technology) collection was designed to improve the way a child learned to walk and to decrease stumbles and falls. Our subsequent research with moms indicated that this effort was beyond a product launch and was a big idea and opportunity to reposition the stride rite brand. We created a new brand platform for the company, the STEP System—Scientifically Tested, Everyday Proven. All current and future initiatives would fall into this system, especially the latest tech categories. A new positioning and identity was launched with national advertising, digital campaign, sales training, in-store presence and pediatrician outreach. The campaign presented a balance of emotional imagery and product technology features that resulted in stride rite reclaiming a leadership position, known not just for quality footwear but as an authority on the healthy development of children's feet.