Type: Product Launch Advertising
Client: Wolverine Worldwide
Studio: MA - Detroit
Role: ACD + Lead Designer
CAT Footwear wanted to re-launch its shock absorbing EASE sole in the global footwear market. Showing the versatility of the product was paramount to the success of the launch. Using scenarios where competitive products like Vans or Converse would be abundant, the CAT Footwear product was used. This juxtaposition utilized to express the footwear comfort and worked to catch the market off-guard. Also, a more lifestyle based direction positioned the EASE 'boots' in a separate class and demographic then the traditional work boots which was a market already captured by the CAT footwear line.