Graz, March 2022. The company legero united is relying on strong advertising for the spring/summer collections of its superfit, legero and Think! brands. All campaigns will run from March to May in Germany, Austria and Switzerland. Alenka Klarica, CCO of legero united, confirms: “We consistently invest in marketing with the goal of expanding our brands in the long term, increasing consumer demand and supporting our retail partners.” The campaigns are primarily focused on digital media, social media platforms, press coverage and advertisements in popular magazines. Additionally, they aim to create a strong presence in and around specialty retail stores to attract attention and engage with customers.
The children’s shoe brand superfit kicked off the spring/summer 2022 season with three campaigns from February to May. It is celebrating its 50th anniversary with a specially designed anniversary shoe, whose design was inspired by the first superfit models and implemented with state-of-the-art technology: with endearing details such as coloured eyelets, embroidery elements and an exclusive golden anniversary lettering. Another campaign is devoted to barefoot shoes to introduce the new superfit segment barefit. The new models give children’s toes extra room to move and reduce the strain on their spines with particularly flexible and thin soles. Finally, in the third wave of the campaign, superfit’s advertising efforts will promote the seasonal sneaker and sandal highlights for boys and girls that will create an appetite for the approaching spring and summer.
The Austrian company’s women’s shoe brand legero is also celebrating an anniversary in 2022: To mark its 150th birthday, the brand is introducing a specially designed Limited Art Edition sneaker collection created by artist Katarina Spielmann. She was inspired by the floral designs of the legendary brand founder Otto Strakosch’s first models. The Limited Art Edition will be promoted in Austria and Germany in March and April with a strong POS presence as well as posters, social media and press activities. In parallel, starting from mid-March, legero will launch the #withlightness campaign platform across various media channels. The campaign will focus on summery, light sneaker models such as Tanaro, Fresh, and the urban-performance model Ready. In addition, legero will generate excitement for summer with its sandal models Savona and Swing.
The promotional activities for the Think! spring/summer collection will also start in March. For more than 30 years, the brand has stood for sustainably crafted shoes with unique designs. The new S/S models will be promoted in the DACH region in the press, online and on the sales floor with attention-grabbing designs. This time, Kathi Reckendorfer from Blumenbund, Anna Bonfiglio from Le Figlie, and Reinhard Jagerhofer from Stin Gin will present the new hero styles. Like Think! itself, these campaign protagonists are pioneers of sustainability in their respective areas of business. They will share information about their collaboration with Think! through their own media channels in parallel with the other advertising activities.