Sperry

Soldier worked with the CMO and Marketing Team at Sperry to evolve their brand into one that invites new generations and a broader audience into all that Sperry has to offer.

Overview

From the preppy boat shoe of the past to reclaimed iconic brand status for today’s generation

Challenge: With over 80 years of history of innovation in footwear and the invention of major style icons such as the boat shoe, Sperry found that their brand was losing relevance with younger consumers and struggled to convey the quality, heritage, and timelessness of their products. Our team was tasked with evolving the brand identity to convey a joyful, diverse, and inclusive brand that invites a greater set of consumers to raise their sails and live life fully.

Strategic Approach: Working in partnership with their Marketing team, we embarked on a journey that transformed Sperry’s logo and brand identity, culminating in a brand film in early 2022 that has broken performance records.

Solution: “The New Coastal”

Pulling from the authority and origins of Sperry’s long history rooted in sailing and coastal lifestyle, we sought to evolve the brand’s positioning to one that permeates locations, transcends cultures, and rallies communities around the world, staying true to Sperry’s roots as they broaden their horizons. Through new brand creative that calls on consumers to go beyond the expected, we brought this positioning to life across all brand touchpoints.

BOS tm Deliverables

Business and Creative Strategy

Business Modeling

Market Research

Consumer Identification

Precision Positioning and Brand Strategy

Product Design & Development

Logo Design

Packaging Design

Creative

Collateral

Brand Voice

Copywriting

Photography and Video Direction

Merchandise

Crowd Funding

Connected Commerce

UI/UX

Web Design

Web Development

Retail Strategy and Execution

Social Media Strategy

Funnel Optimization

Collabs

Attract the Market Strategy

“We worked with Soldier and Bobby at a very important stage of building out our brand story. From go to market planning, digital experience, product development to corporate design, imagery and retail environments. Their creativity fueled a fresh and exciting way to express the brand, while staying true to our Core.”

Dani Reiss, CEO Canada Goose

© 2025

Soldier Ventures

Soldier Ventures is a dynamic leadership team with a proven track record of co-founding, investing in, and launching over 12 successful brands in the past decade. With complementary skills and decades of experience, we don’t just build businesses through brand—we bring the capital and strategic guidance needed to accelerate growth, working hand-in-hand with our partners.
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