Sperry Announces Brand Repositioning and Global Campaign Launch

Brand targets new consumer mindset and inspires others to live life to the fullest

Sperry, the creator of the world’s first boat shoe, announced today a significant brand-repositioning and multi-staged, integrated marketing campaign. Since 1935, Paul Sperry’s inventive spirit has inspired adventurous souls who strive to live life to the fullest. Driven by this philosophy to treat each day as an odyssey, Sperry launched its Odysseys AwaitTM brand campaign, a global platform which channels the salty spirit and ingenuity of its founder and coincides with the brand’s 80th anniversary.

Sperry’s evolution includes a refreshed corporate logo and visual identity, which will be introduced as the Odysseys AwaitTM campaign launches this month. The new icon better reflects the authentic nature and values of the brand while appealing to an audience that has genuine stories to share and tell. Sperry identified this new consumer segment—a younger, passionate individual—united by the same adventurous spirit as Paul Sperry—as “Intrepids.” Sperry’s reenergized brand platform connects with these modern-day explorers who are fueled by a passion to live a meaningful, fulfilling life, rather than simply living in the moment.

“It is our mission to ignite the human spirit through the power of sea-based discovery and adventure,” said Rick Blackshaw, president of Sperry. “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.”

In mid-March, Sperry will unveil the second half of the campaign—the Odyssey ProjectTM—a compelling, experiential and content-creation initiative that celebrates inspirational discoveries and encourages ongoing engagement. Through the Odyssey ProjectTM, Sperry will activate 80 ambassadors around the world with a challenge—to move out of their comfort zones, visit unexpected places, try unfamiliar things and discover more about themselves and the world around them. Each person will receive a custom shoebox, containing a new pair of Sperrys and an itinerary which will send them on different odysseys around the world to discover new people, places and experiences and, ultimately, bring back unforgettable stories. The user-generated content will be shared globally on Sperry social channels, at Sperry specialty retail stores and on Sperry.com.

About Sperry

Sperry was founded in 1935 by avid sailor, inventor and intrepid explorer Paul Sperry. From the invention of the world’s first boat shoe to a full collection of sea-tested lifestyle products, Sperry equips all those who believe the best stories are written with their feet. Proud sponsor of the United States Sailing Team and numerous world-class regattas, including Charleston Race Week and Head of the Charles, Sperry is distributed around the world at independent and department stores in North America, Asia, Europe and Latin America, Sperry specialty retail stores and at Sperry.com. Sperry® is a division of Wolverine World Wide, Inc. one of the world’s leading marketers of branded casual, active lifestyle, work, outdoor sport, athletic, children’s and uniform footwear and apparel. The Company’s portfolio of highly recognized brands also includes: Merrell®, Hush Puppies®, Saucony®, Wolverine®, Keds®, Stride Rite®, Sebago®, Cushe®, Chaco®, Bates®, HYTEST®, and Soft Style®. The Company also is the global footwear licensee of the popular brands Cat® and Harley-Davidson®. The Company’s products are carried by leading retailers in the U.S. and globally in approximately 200 countries and territories. For additional information, please visit our website, www.wolverineworldwide.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150224005121/en/

LaForce + StevensDavid Shulman, [e-mail]