There's a great article here, about 'creating customer evangelists when nobody really gives a crap' that I thought was quite apt for Kickers!
It's about the idea that once consumers know where you're from, they want to know what your're about. Establishing a core to the brand and communicating this in the marketing and branding.
Kickers has a heritage in the music scene and it's something not being publicised to it's full advantage to the new generation of potential Kickers wearers.
H
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