Kickers has hired Aduro Communications to drive awareness of the footwear brand through a media relations and influencer programme that will focus on the ‘Back to School’ sales window.
Aduro will look to target parents of primary school children, as well as the children themselves, and secondary school pupils.
Irene Celli, head of brand activation at Kickers, said: “It was important to find a team that has a great knowledge of the Back to School marketplace and know how to reach both our audiences effectively and efficiently.
“We are delighted to have Aduro on board to support the marketing strategy and hard work of our internal team. We feel confident they will deliver results against promises and enable our growth plans over the next year.”
Poppy Lewis, associate creative director at Aduro, added: “The Aduro team all have fond memories of proudly wearing Kickers to school as kids.
“Our campaign will capture a hard working press office to secure product placement and news headlines during a key sales period but most importantly focus in on influencers; both parents and influential teens who can capture our audience in their heartland and bring to life the iconic characteristics that Kickers is known and loved for.”