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Volley’s ‘Grass Roots’ campaign designed to claw back share from overseas brands

Shoe brand Volley is celebrating sexual expression and shunning political correctness in its new ‘Grass Roots’ campaign promoting its spring/summer collection.

The company has worked with Australian photographer, Marisa Taschke, and creative agency Sticks and Stones with the aim of expressing the “frustration of many young Australians”.

‘GrassRoots’ is promoting a “new take” on the Volley shoe as it looks to combat the lure of international brands.

“We have a proud Australian heritage but have found that many of our customers had been drawn to the excitement and innovation of international brands over the year,” global brand manager, John Szwede, said.

“Given how dynamic the market is we recognised the need for a new take on the iconic Volley, hence the additions to the range. New shapes, premium fabrics and technologies have been introduced to improve quality and grow market presence.”

The marketing material – which features young men and woman wearing only Volley shoes – is designed to “speak to the frustration” of Australians who are being told “what to be and how to be”.

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“The Grassroots campaign uses our voice to speak to the frustration of many young Australians who feel like, for the first time in a generation, their freedom is being eroded, instead of being advanced,” Szwede said.

“The campaign celebrates one of the most universal freedoms, freedom of who we love and how we love them. In doing so we are rooting for change in a typically light-hearted Australian way.”

As part of the ‘Grassroots’ campaign Volley has teamed with condom brand Ansell to promote safe sex.

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