Idea: INDEPENDENCE BUILDS CHARACTER

Retro sneaker darling, PF Flyer's, had rekindled their classic design ethos, but their brand story was lost. They needed to find their way and broaden reach to define a new era for their heritage brand.

Retro sneaker darling, PF Flyer's, had rekindled their classic design ethos, but their brand story was lost. They needed to find their way and broaden reach to define a new era for their heritage brand.

Marketing

Situation

Founded in 1937, PF Flyers was one of the original American sneaker brands alongside competitors like Converse and Keds. By the 1960s, the brand was one of the most popular shoes in America, but struggled with industry changes in the early ‘70s leading to dormancy from 1975-2000. The 1993, the coming of age film The Sandlot catapulted the brand back into relevancy, but limited their range of growth. They needed to rekindle their unique sense of self and reposition to broaden their reach while honoring their past to solidify their future.

Transformation

PF Flyers has inspired play since the very beginning—from basketball to The Sandlot. With a crystalized brand strategy focused on the independant creator and a new campaign called Play On, this youthful, optimistic spirit lives on – off the court and on the street. Whether it’s customizing surfboards, wrenching on bikes or exploring new urban eats, their fans don’t have to play the same game to appreciate life, or each other for that matter. We partnered with photographer Scott Toepfer to capture the PF Flyers lifestyle, following a group of actual friends rather than models as they skated, biked and braaapped their way through the hills and beaches of Ventura, CA. All sporting the casual retro styled sneakers and a confident sense of self. That’s what we call character.

 

Reality/Impact

A library of beautiful photography and even a short film shot on Super 8mm film made its way onto their social channels and website, introducing a new wave in their storied history. At one point, the content commanded over half of PF Flyer’s feed. The success of the partnership led to two additional shoots, including one which supported the launch of The Sandlot 25th Anniversary edition Hi-top sneaker.

To celebrate the 25th Anniversary of the movie the ‘Sandlot,’ PF Flyers released a special edition “Sandlot Hi” sneaker. The shoe was identical to the shoe featured in the beloved film, when Benny the Jet Rodriguez put on a fresh pair moments before jumping the fence to pickle the Beast. We were brought on to celebrate the shoe and it’s history with the film, by holding a photoshoot loosely based on a number of key scenes.

Run faster. Jump higher. Play on.

Brand

Logo design
Brand Campaign
Social Campaign
Content Planning

Marketing

Photography
Videography

Let’s Design Tomorrow

Krista Carroll

+1 646 943 4446

Jeremy Carroll

+1 646 243 4911

Glenn Deering

+1 763 807 0624

Carter Jensen

+1 651 269 2863

Joey Perry

+1 646 943 4448

Jason Strong

+1 612 867 9461