A shoe brand that wins over Flying Steps and an entire generation.
Urban Culture, TV Campaign, and a Brand with a Dynamic Spirit.
For several years, Mayr Nell supported the Heelys brand in its strategic brand development and communication efforts within the youth and lifestyle segment.
A key component was the collaboration with the internationally renowned breakdance crew Flying Steps, which in 2011 was among the most important players in the global urban dance scene. The cooperation combined authenticity, energy, and cultural credibility with an attention-grabbing brand presentation.
For the campaign, extensive content productions were created for digital channels and the brand website, as well as an independent TV campaign broadcast on high-reach children's and youth channels like Super RTL.
Result
The campaign lastingly strengthened the brand's presence in the youth market and demonstrated how a consistent brand world can be built through credible testimonials, high-quality content production, and cross-media distribution.
