Birkenstock

Stay True

Creating a Birkenboom

Emotions

In 2012, Stereo partnered with Birkenstock to reposition their identity as a lifestyle brand. While keeping the core audience in mind, we tailored the branding to appeal to a new type of consumer and depart from the pre-existing notion of Birkenstock products lacking a sense of style to solely provide comfort.

Create

By developing the tagline ‘Stay True’, we aimed to directly speak to new audiences, remain in alignment to the existing values and empower internal teams. With the integration of a new, modernised aesthetic, our campaign stayed relevant to current markets with collaborations and bespoke collections, while never moving away from the core value of not conforming. Simply put, we understood that the key was to embrace the authentic tone of Birkenstock whilst subtly evolving the branding style and ethos.

Impact

The success of the new positioning and campaigns led to an incredible new era of cultural and financial growth, defined as the ‘Birkenboom’. As the demand for the products rapidly increased, not only did the brand capture the attention of new consumers but also key retail partnerships e.g. Nordstrom and Urban Outfitters.