The place rivals like Asics and New Steadiness have discovered success in placing a steadiness between their efficiency put on and streetwear choices, Saucony is discovering its footing with the latter, underneath the course of recent world chief advertising officer (CMO) Pleasure Allen-Altimare.
Since becoming a member of the 126 year-old footwear model in June, Allen-Altimare has cast partnerships that talk to its working heritage whereas claiming its place in trendy streetwear tradition.
Final month, Saucony launched its third shoe collaboration with Black Women Run! (BGR), a run membership created to encourage Black girls to undertake wholesome existence. It’s additionally on its third collab with Bronx artist Jae Ideas, and most lately unveiled a partnership with Buffalo rapper Westside Gunn.
The push into life-style comes as Saucony’s gross sales decreased by 28% year-over-year in Q2,and as newer working manufacturers like On and Hoka are carving their very own lanes within the trade and snagging market share from legacy manufacturers.
Allen-Altimare,who has heldadvertising roles at Kindbody, Havas Media Community, EHE Well beingand extra, believes that sharpening Saucony’s understanding of shoppers might be key to increasing into a life-style model — and getting again to progress.
“That’s what I wish to do extra [of] for Saucony: clarify to people who we’re not simply displaying up as a result of it’s on development, however we inherently perceive tradition,” she informed ADWEEK. “We don’t wish to bastardize tradition for our personal acquire.”
ADWEEK related with Allen-Altimare at Blackweek to debate her new position, her recommendation to fellow entrepreneurs, and the challenges of working in footwear.
