brand | Industry Updates

FitFlop Unveils Brand Refresh and New Campaign

Published: February 8, 2024
Author: Fashion Value Chain

FitFlop, a leading footwear brand, has announced a brand relaunch aimed at driving its next phase of growth both in the UK and internationally. This initiative coincides with the debut of the brand’s spring 2024 campaign, featuring a fresh look and feel across all creative aspects, including color schemes, designs, and brand logos.

Founded in 2007 by Marcia Kilgore, FitFlop has established itself as a science-led footwear brand, known for its innovative engineering and commitment to enhancing users’ daily lives. With a presence in 73 countries and 145 FitFlop stores worldwide, the brand’s elevated positioning seeks to inject new energy and appeal to a younger audience while retaining its pioneering technology.

The Smart Moves campaign, part of FitFlop’s brand refresh, aims to highlight the brand’s commitment to maximizing energy, productivity, and overall well-being for its consumers. This comes as FitFlop secured a significant $30 million revolving credit facility last year to support its long-term growth plans.

Looking ahead, FitFlop plans to unveil innovative design partnerships in 2024, further solidifying its refresh strategy. The brand is also intensifying its focus on international expansion, with recent openings in key strategic markets like Abu Dhabi.

CEO Gianni Georgiades emphasized FitFlop’s dedication to its consumers, aiming to cater to both existing and new wearers. Chief Marketing Officer Phil Borthwick echoed this sentiment, highlighting FitFlop’s commitment to differentiation and innovation in the footwear industry.

With a renewed brand identity and a focus on biomechanics and ergonomic design, FitFlop is poised to engage a new generation of smart and ambitious consumers, offering products that prioritize both style and functionality.

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