Birkenstock & Sneaker / Streetwear Culture
A go-to market-strategy to enter the sneaker / streetwear category, credibly
Task
As part of their AW22 collection, Birkenstock tasked Platform13 to let people know they have arrived in streetstyle culture.
Approach
Immediately, our response was, Birkenstock is ALREADY a part of it.
Essential was finding the unique role for Birkenstock touching on competitor analysis, what makes community and the current cultural shifts in sneaker culture, wellness & wellbeing, the climate crisis and the evolution of how people dress in the post pandemic world.
Output
Our global go to market strategy included audience segmentation from the tastemakers (through their collaborations with Kith & Stussy) and early adopters to wider consumers, a defined store and distribution strategy with product and comms tiering and strategy.
As a result, we were also asked to create their first ever content series aimed at this latent audience.