Sailing and lifestyle footwear brand Sperry (its Top-Sider amendment is no longer actively communicated) is going to reposition the brand through a new visual identity and marketing campaign called Odysseys Await, aiming to cater to a younger consumer segment.

Odysseys Await launches already this month and includes an actualized corporate logo: "The resulting creative is a huge departure from the brand’s previous work and aims to build relevancy with a bold, intrepid consumer around the globe", said Sperry’s president Rick Blackshaw.

Parallel to this, Sperry will unveil the second half of this campaign –the Odyssey Project- in mid-March. 80 ambassadors from all around the world will receive a custom shoebox, containing a new pair of Sperrys and an individual travelling plan. The user-generated content will be then spread out globally through the company’s social media channels, website and at retail stores.

Actualized corporate logo of Sperry
Actualized corporate logo of Sperry