Sperry Top-Sider: Wear the Figawi

Most brands don't have the advantage of tens of millions of dollars to launch or re-launch their brands nationally with a presence that cannot be ignored. But, if you can determine “Hot Zones” where people are most receptive to your message, you can have a dominant presence in a smaller “market.”

For the launch of Sperry Top-Sider's newest performance shoe, the Figawi, Cercone Brown took over markets like Nantucket, Key West and Catalina. Places where people's experience is inextricably linked to the water. We developed an on-the-street retail promotion with spotter t-shirts and giveaways call Wear the Figawi (Yes, it is a play on “where the ‘F' are we?”). It not only introduced people to the brand and the product, it drove them to local retail stores to try on the shoe. In the first event alone, Sperry Top-Sider sold through the entire inventory of its three Nantucket retailers in two days.

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Wear the Figawi Team with Shirts