Celebrated children’s shoe maker Stride Rite just announced its brand repositioning, refreshed brand identity system and integrated marketing campaign.  The work was created by agency Duncan/Channon and targets millennial parents.

Stride Rite recently tapped the independent agency to lead strategic and creative development of a significant advertising effort and to help reintroduce the iconic brand to a new generation of parents. Following extensive research, Duncan/Channon developed Stride Rite’s brand platform and refresh strategy. The new “Built for Childhood” platform was inspired by the Stride Rite team’s everyday experiences as parents, bolstered by the brand’s decades-long commitment to quality and expertise in children’s footwear. The new work encourages parents both to embrace the chaos and come prepared. The fully integrated campaign launches across multiple channels with the strategy of breaking through the back to school clutter by reaching Mom during her time and starting a peer-to-peer conversation.