Advanced Project
Introduction
In the crowded and competitive footwear market, brands must constantly innovate to stand out. Deckers Lab, the latest venture from the minds behind HOKA ONE ONE, Teva, Sanuk, and UGG, set out to do just that. The brand sought to create an entirely new category of comfort footwear, combining performance technology and cutting-edge design, aptly named “FLOW WEAR.” This footwear was designed to cater to the evolving ways humans move, combining style, comfort, and performance. Deckers Lab chose ECHOS to spearhead the launch strategy for their radical new K-ST 21 hyper sneaker, while also building ongoing momentum for their entire line, including sandals, slippers, and everyday sneakers.
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.
