The Creative Lab Appointed by Base London for Brand Reboot

Independent branding and communications agency, The Creative Lab, has been appointed by Base London to reboot the classic British men’s footwear brand. The immediate task includes a complete overhaul and revitalisation of the brand – its first for over ten years – with a view to developing campaigns later this year.

The Creative Lab’s co-founder and CEO, Michael Miley, said: “Base London have been making quality footwear for men since the mid-90s, but a perfect storm of Covid, an increasingly commoditised category and attitudinal shifts means it’s no longer getting the love it deserves. The market has changed, culture has changed, young men have changed. We’re incredibly excited to have been given the task of putting the swagger back into Base London and reminding Britain’s men that wearing stylish footwear makes a difference.”

Base London marketing manager, Steve Rolls, added: “The last couple of years have been a huge challenge for brands like ours. With the footwear category starting to get back to pre-Covid levels, however, it’s absolutely essential our positioning and campaign work are fit for purpose: relevant, distinctive and differentiated. We’re thrilled to be working with The Creative Lab on this exciting journey. They’re a talented, ambitious team who get us and share our vision and enthusiasm for Base London and what we can achieve.”

Base London shot to fame in the late 1990s and 2000s with lads’ mag press campaigns like ‘No Guts No Glory’ and ‘Un-model Behaviour’, and picked up the 2017 Drapers Footwear Campaign award for ‘Wear The City’ as well as landing the Queen’s Award For Export in 2016. Since then they’ve actively supported young male culture in Britain, collaborating with the likes of Football Beyond Borders, motivational speaker Hezron Brown and workplace wellbeing experts Sanctus.