Project Details
Where Comfort Meets Cool
The Hero
People want relief from foot pain without looking like they are wearing orthopedic shoes. Traditional options feel bulky, outdated, and out of step with their lifestyle. They crave comfort that also looks cool.
The Guide
We positioned KURU's launch of APOGEE, a retro-inspired running shoe, as a shoe that allows its customers to have their cake and eat it too, blending their overall brand story of next-generation, proprietary, heel-supporting tech with the head-turning good-looks of the APOGEE's timeless style.
To do this, I provided art direction on a campaign rooted in a nostalgic 70s–90s vibe, including paper textures, tape, patches, and more. Younger models and organic visuals reframed KURU as stylish, modern, and approachable. We wanted to make sure all top of funnel assets we created included KURU's overarching brand story, as well as demonstrating how stylish the shoe is.
The campaign included a catalog and postcard sent to a targeted audience of 400,000–600,000 recipients, serving as a tangible brand touchpoint that fused product education with storytelling, and timely retail offers. The catalog played a pivotal role in driving new customer growth and strengthening brand loyalty.
The Change
Customers view APOGEE as more than just a comfort shoe—it's a statement piece. They could finally see themselves as both pain-free and fashion-forward, redefining what orthopedic footwear can look and feel like.
Client
KURU Footwear
role(S)
Production
Companies
Gallery
