Stride Rite Steps It up with Launch of New Brand Platform

Stride Rite Steps It up with Launch of New Brand Platform

Stride Rite is launching its all-new “Built for Childhood” brand platform. The platform will feature a more peer-to-peer look and feel and incorporate service improvements that today’s parents will relate to and appreciate. From having more of the right styles and sizes in stock and offering an app that allows her to accurately measure shoe size in the comfort of her own home, to the brand’s complete satisfaction “Make It Rite Guarantee,” “Built for Childhood” is tailor made for today’s mom.

“Whether a mom finds us in a Stride Rite store or on, engages with us on one of our social media channels, or shops for our brand at one of our great retail partners, she will immediately see and feel the energy and relevance of ‘Built for Childhood’ to her life,” said Ira Hernowitz, Stride Rite President. “It reflects our commitment to delivering everyday solutions for parents in children’s footwear.”

”Built for Childhood” marks an evolution in how the brand comes to market through key media touch points and more engaging eCommerce and in-store experiences, all of which are designed to make the overall brand experience more convenient, immersive, social, relevant, and fun!

New footwear offerings will include reimagined products for modern parents who are looking for stylish, durable and easy–care solutions that fit within the daily demands of real life.

“Built for Childhood” highlights include:

Continued product innovation, highlighted by consumer-facing campaigns such as the brand’s Made 2 Play® collection. Made 2 Play® provides parents with machine washability and multiple style options, and will be the focal point of a new, multi-tiered and comprehensive media investment. Launching for back-to-school, the campaign will reach moms via online video, video on demand, print, social, and digital channels.
Expanded product distribution, including the launch of Surprize by Stride Rite at Target stores this month.
New formats and technologies to better meet consumers’ needs at retail, including in-store ordering, self-serve environment concept stores, real-time digital signage, and an enhanced Stride Rite Rewards loyalty program.
A more meaningful and engaging social media presence, including rich editorial content created by brand ambassador Rosie Pope. Rosie’s experience as a fashion designer, parenting guru, and mother of four will provide a unique perspective on what to look for in children’s shoes.
An expanded philanthropic partnership with Soles4Souls, a not-for-profit organization that has distributed more than 22 million pairs of shoes to children in need, including 85,000 pairs donated to date from Stride Rite’s initial work with the organization that began in 2014.

“The investments that we are making in our business are powerfully embedded into our very versatile and parent-centric ‘Built for Childhood’ platform,” Hernowitz said. “‘Built for Childhood’ embodies all of the exciting brand improvements that parents will see and feel throughout 2015 and beyond, reaching mom in better, more compelling and engaging ways.”