Stride Right unveils rebranding effort

Stride Rite is revamping its brand platform to implement product and service improvements, including an exclusive line of footwear at Target.

According to Ira Hernowitz, Stride Rite president, the “Built for Childhood” platform will feature a more peer-to-peer look and feel and incorporate service improvements that today’s parents will relate to and appreciate. From having more of the right styles and sizes in stock and offering an app that allows customers to accurately measure shoe size in the comfort of their own home, to the brand’s complete satisfaction “Make It Rite Guarantee.”

“Whether a mom finds us in a Stride Rite store or on striderite.com, engages with us on one of our social media channels, or shops for our brand at one of our great retail partners, she will immediately see and feel the energy and relevance of ‘Built for Childhood’ to her life,” said Hernowitz. “It reflects our commitment to delivering everyday solutions for parents in children’s footwear.”

”Built for Childhood” marks an evolution in how the brand comes to market through key media touch points and more engaging eCommerce and in-store experiences, all of which are designed to make the overall brand experience more convenient, immersive, social, relevant, and fun.

“The investments that we are making in our business are powerfully embedded into our very versatile and parent-centric ‘Built for Childhood’ platform,” Hernowitz said. “‘Built for Childhood’ embodies all of the exciting brand improvements that parents will see and feel throughout 2015 and beyond, reaching mom in better, more compelling and engaging ways.”

New footwear offerings will include reimagined products for modern parents who are looking for stylish, durable and easy–care solutions that fit within the daily demands of real life.

“Built for Childhood” highlights include:

• Expanded product distribution, including the launch of Surprize by Stride Rite at Target stores this month. According to Target, the Surprize by Stride Rite’s Target exclusive collection was made with durability and affordability in mind, with colorful details that make these shoes stand apart from the rest. Tiny toes can be housed in super fun fabrics like Sherpa and faux fur, while comforted by the expertly designed soles, meant to be stable and flexible.

• Continued product innovation, highlighted by consumer-facing campaigns such as the brand’s Made 2 Play® collection. Made 2 Play® provides parents with machine washability and multiple style options, and will be the focal point of a new, multi-tiered and comprehensive media investment. Launching for back-to-school, the campaign will reach moms via online video, video on demand, print, social, and digital channels.

• New formats and technologies to better meet consumers’ needs at retail, including in-store ordering, self-serve environment concept stores, real-time digital signage, and an enhanced Stride Rite Rewards loyalty program.

• A more meaningful and engaging social media presence, including rich editorial content created by brand ambassador Rosie Pope. Rosie’s experience as a fashion designer, parenting guru, and mother of four will provide a unique perspective on what to look for in children’s shoes.

• An expanded philanthropic partnership with Soles4Souls, a not-for-profit organization that has distributed more than 22 million pairs of shoes to children in need, including 85,000 pairs donated to date from Stride Rite’s initial work with the organization that began in 2014.

​“We are very excited to partner with Target,” says Kelly Geer, Stride Rite’s vice president of Marketing. “Our design team loved the opportunity to bring together Stride Rite’s promise of quality, cuteness and comfort with the Target commitment to style and accessibility. I know we’ve got an entire collection that both kids and parents will love.”