What we think of Kickers?//

Our brief is to identify a new target consumer group for Kickers and create a communication and marketing strategy to promote the Kick-Hi boots. Our initial thoughts of the brand were that they had an out-date image, lacked current promotional material and had a confused target market. Whilst some of our group associated Kickers with childrens' school shoes, other believed they had a grungy-element which was popular with teenagers. Another key issue which was raised was, where can you buy them? Off the top of our heads we could only name a couple of stores which "might" sell them. We were beginning to see that this brief gave us large scope to be creative and innovative with our approach.