Footwear brand Fitflop is known for its ergonomic and healthy footwear, and the company will undergo a rebranding in spring 2024 "to drive its next phase of growth", both nationally and internationally.
The new "Smart Moves" campaign gives the brand a new look and feel in all creative directions, including a color palette, silhouette and brand logo aimed at a younger audience.
Fitflop explained in a statement that this new modern and high-end approach is designed to inject "new energy" into the footwear brand, which first launched in 2007, as part of its ambition to become a global lifestyle brand.
Gianni Georgiades, CEO of Fitflop, said: "As a growing brand with huge global ambitions, we are relentless in our efforts to achieve the best consumers – from existing wearers who already love the brand to welcoming new consumers who may discover us for the first time.
We are excited and very proud to introduce this new brand look; It represents a transformative step forward in Fitflop's journey and aligns with our mission to become the smartest footwear company in the world. ”
Founded by entrepreneur and businesswoman Marcia Kilgore, Fitflop is a science-led footwear brand that utilizes biomechanical engineering and ergonomic design to help people achieve more and feel better.
The brand operates in 73 countries, with more than 5,000 stores, more than 2,000 retailers, 31 distributors, and 145 Fitflop concept stores in the United States, Europe, the Middle East, and Asia-Pacific.
In April 2023, Fitflop secured a new 5-year, $30 million revolving credit facility from independent lender Aurelius Finance Company to support its long-term growth objectives. The move is to support increased investment in its branding, marketing and advertising to drive its "transformative growth strategy".
The footwear brand also opened its first U.S. store last year and opened its largest retail store in the Middle East to date in Abu Dhabi in early 2024 as part of its international expansion in key strategic markets. The brand has also acquired several new global distributors in Canada, Eastern Europe, and Asia to boost its global growth.
Commenting on the rebranding, Phil Borthwick, Fitflop's Chief Marketing Officer, added: "This bold step forward will play a key role in realizing the opportunities for Fitflop to move forward. While the entire category has fallen into a cookie-cutter situation, Fitflop is once again doing things differently.
By celebrating the effects of an approach rooted in biomechanics and ergonomic design, we not only elevate the brand, but also provide a gateway to introduce the far-reaching benefits of our products to a new generation of ambitious, intelligent consumers. ”
This month, Fitflop will also be designing for the first time during London Fashion Week with ** brand Roksanda. Designer Roksanda Ilin I is teaming up with the footwear brand for two seasons of fashion-forward products that offer contemporary style and ergonomic design.
The first collection will be the Fall/Winter 2024 collection, designed in-house by the Fitflop team, inspired by the luxury brand's creative use of color. This will be followed by an "extensive collaboration" for the SS25 season, offering a unique and vibrant collection that embodies the designer's bold, contemporary design language.
The brand added that the two collections will "combine Fitflop's patented midsole technology with Roksanda's modern design DNA to produce incredibly wearable, functional and stylish shoes".