Birkenstock needed to reposition itself as a lifestyle brand to stay relevant in Germany and the U.S.
As lead agency, Stereo successfully rebranded Birkenstock globally and created an ad campaign to usher in an era of incredible cultural and financial success: ‘The Birkenboom’.
SPRING – SUMMER
Fall – Winter
We repositioned Birkenstock as a lifestyle brand with the tagline ‘Stay True’, in an ad campaign featuring high-quality lifestyle photography different to any they’d done before.
Social became a vital channel in supporting the campaign; we engaged key celebrities who wore Birkenstocks, and ran successful content collaborations with Coachella and New York Fashion week
Birkenstock’s global sales tripled as products were in demand in stores like never before ranging from leading department stores such as Nordstrom to hip stores such as Urban Outfitters. It was voted brand of the year by Footwear News in 2013. The brand continues to grow as the new positioning is rolled out.