Stan Smith is the tennis player that a lot of people just don´t know about. Why? Well, they think he is a shoe. After disappearing from the market for two long years, in February 2014 it was finally time for the relaunch of an icon, the classic silhouette - the Stan Smith’s.
In order to reintroduce Stan Smith with a bang on the nordic market we needed to tell a whole new generation of cool people about Stan Smith and it´s long legacy. A generation that doesn’t care much for big glossy magazine ads but rather a real and social atmosphere. We had to meet them at their home turf and give something special, a digital and social activation, letting them know an icon is back while making them shine as well.
We started off by pinpointing the right influencers and creating an urge for them to wear the Stan Smiths with pride. How we did that? By elevating them to icon level, next to Stan himself. By doing this we made sure they were the ones making the buzz all over the fashion and trend outlets online.
We followed this with a ”Stan Yourself” activity on Instagram where we simply invited everyone else to be part of the story and become the icon themselves. By by posting a selfie on Instagram and hashtag it with #StanSmith people all over Instagram where ”stanified” and an organic part of the initiative. How it all went? Watch the case video and see Stan Smith break a whole new record.