PF Flyers
PF Flyers x Todd Snyder collaboration

How does a classic American footwear brand launch a premium fashion line while maintain their authenticity and playful heritage?

Classic American brand PF Flyers partnered with fashion designer Todd Snyder to launch a men’s footwear collaboration in the Fall 2014. The partnership came together as Todd’s love for vintage sportswear aligned naturally with PF Flyers extensive history in the athletic footwear industry. The collection targeted affluent, fashion-focused men that are independently minded with taste for classic timeless style. While the campaign was national, we focused on key fashion hubs in NYC and Brooklyn, finding an innovative and fashion-focused way to usher in the launch of this collaboration and boost reach and recognition with a consumer that values high-style and isn’t afraid to spend on quality goods.

Critically, this was a fashion story that aligned with both Todd Snyder’s sophisticated clothing lineand PF Flyers’ spirit of optimism, play and style. Authenticity was mandatory, particularly for a new product selling at a higher price point than a typical pair of PF Flyers. We needed to get the product on the feet of the nation’s most stylish gentlemen and influencers. We created a framework to bring fashion influencers and style aficionados together who share a love for living dapper. We looked at a diverse base of modern gentlemen and asked them to deconstruct their own dapper style to create an original content series for easy consumption.

Partnering with Largetail to create the Dapper Deconstructed content series — original content and photography that looked into the personal style of a set of chosen influencers and the ways in which PF Flyers tied their looks together. We used targeted fashion and culture publications to share content and more importantly leveraged the influencer’s social networks to spread the brand messaging.

The program exceeded expectations across all key measures. The highly targeted editorial content generate high traffic to and more importantly all influencers promoted content/photos across all their social networks producing high engagement (likes, shares, comments, sales). The “Day to be Dapper” Blind Barber events harnessed the impact that social media had on the masses by leveraging fashion bloggers, editors, and industry insiders to promote the events. Social activations were incredibly strong, as were online sales and foot traffic that drove sell-outs at key retailers.