UK-based footwear retailer Schuh is updating its brand messaging through a new campaign.
Called “Same, but different,” the Genesco-owned retailer calls the campaign a “new brand platform” that aims to “transform Schuh from a multi-brand retailer into a meaningful high-street footwear destination.”
According to Schuh, the campaign leads with two 30-second ads, marking the brand’s return to UK television screens after more than a decade. The company said the spots will feature children and young adults embracing their main character energy against a backdrop of relatable, everyday situations. The unique cast of characters includes a collective of models, artists, creatives and writers.
Footwear also takes a starring role in the campaign. The company noted that New Rock wedges make a statement in a late-night chicken shop; The Schuh Collection boots turn heads in the aisles of a grocery store; Nike Air Max stride through a high-society tennis club; and Dr. Martens’ boots take ownership of a gentleman’s barber shop.
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Marking a new phase for the brand, the first “Same, but different” campaign aims to “forge stronger relationships with audiences who are rejecting the mundane homogeny of uniformed dressing and are opting to express a more creative side to their personal style,” the company said in a release on Thursday.
Stephanie Legg, who joined the company in March as chief marketing officer at Schuh, added that at the heart of the platform is a new brand manifesto that embraces non-conformity and freedom in personal style.
“Schuh has always supported and celebrated self-expression and cultural diversity, and we continue to be that progressive and inclusive brand today,” Legg said in a statement. “Where other retailers box people in, we help people break out. We’re committed to forging a safe space where young adults can confidently showcase their unique style without fear of judgement and be unapologetically themselves. We’re the same schuh, but same looks different these days.”
The campaign is now live across television, video-on-demand, and social channels such as TikTok and Instagram, as well as out-of-home, gaming video, and through numerous digital partners until the end of the year.
This is the latest move from Genesco as it works to continue to evolve its banners. In September, the Nashville-based footwear company reported that net sales in the second quarter increased to $525 million, driven by a strong start to the back-to-school season.
By banner, sales increased 4 percent at Journeys and 1 percent at Schuh and declined 9 percent at Johnston & Murphy and 13 percent at Genesco Brands.
