Advanced Project
Introduction
FOOTWEAR · INNOVATION · PERFORMANCE TECHNOLOGY
From Yahoo Entertainment’s “How Dress Shoes Are Meeting the Sneakerhead Halfway” (2.92M views) to Men’s Health recovery shoe guides, we launched Deckers X Lab as a standalone innovation brand—generating 562 placements and 89.7M estimated views while further establishing HOKA co-founder Jean-Luc Diard as a design and technology thought leader for the footwear industry.
Services Provided:
– Brand Launch Strategy
– Innovation Storytelling & Thought Leadership
– Multi-Category Product PR
– Work-From-Home Cultural Positioning
– Gift Guide & Evergreen Placement Strategy
Deckers X Lab—the innovation incubator for UGG, HOKA, Teva, and Sanuk, needed to launch as an independent brand led by Jean-Luc Diard (former Salomon innovation chief).
The challenge:
Establish credibility for products that combined sneaker comfort technology with traditional footwear categories (dress shoes, recovery slides, tactical boots, trekking shoes) without being overshadowed by parent brands.
We needed to position X Lab across five product categories simultaneously while educating media on drop-stitch fiber technology and “high-performance elements in everyday shoes.”
Approach
To position Deckers Lab in a saturated market and highlight their innovative edge, ECHOS developed a comprehensive launch strategy that combined media relations, affiliate marketing, and storytelling to effectively reach consumers and the press alike.
Strategic Positioning: ECHOS focused on differentiating Deckers Lab by emphasizing their heritage in performance footwear and their pioneering approach to comfort. Messaging centered on “FLOW WEAR,” promoting the idea that these shoes are designed for the next evolution in human movement. By positioning Deckers Lab as a forward-thinking brand with a strong legacy of innovation, ECHOS was able to create a compelling narrative to attract attention in the crowded footwear space.
Media Relations: To build buzz around the launch, ECHOS executed a targeted media outreach campaign aimed at top-tier fashion, lifestyle, and tech and Outdoor publications. We identified key media outlets and influencers with a focus on innovation, design, and performance to generate coverage across a wide range of platforms. Media coverage was driven by exclusive product previews, press samples, and interviews with Deckers Lab executives, highlighting the unique technology behind key marquee products and the broader line of footwear.
Affiliate Marketing: ECHOS also implemented a strategic affiliate program to drive awareness and sales. This approach leveraged partnerships with influential bloggers, content creators (YouTube, Instagram), and footwear enthusiasts to authentically promote Deckers Lab’s products to their dedicated audiences. By aligning with the right affiliates, ECHOS was able to amplify brand visibility, resulting in product features, reviews, and customer endorsements across digital platforms.
Through a mix of high-impact storytelling, media outreach, and affiliate partnerships, ECHOS successfully launched the Deckers Lab brand and the K-ST 21 hyper sneaker, creating excitement around the new category of “FLOW WEAR” and securing the brand’s foothold in the competitive footwear market.
Key results:
562 Pieces of coverage | 2.99B Audience | 38.7M Estimated views | 29M Print readership | 17.9K Social engagements | 540K Instagram followers reached | 53 Avg. domain authority
Highlight coverage:
– Highsnobiety – “Deckers’ “Hypersneaker” Redefines Performance Footwear Design”
– Men’s Health – “The 10 Best Recovery Shoes for Runners in 2023”
– Esquire –
– Forbes – Multiple gift guides including “Holiday Gift Guide: The Top Shoes for Road Trips” (
– CNET – “Home Office Essentials” evergreen updates
– Today & Real Simple, –
– Outside Magazine, Gear Junkie and Blister Review Podcast – Jean-Luc Diard interview on design philosophy
– Runner’s World, RUN, Doctors of Running, Believe in the Run and specialty running media
