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.


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 & Insights
  • 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