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ROCKPORT REVAMPS BRAND UNDER NEW OWNERSHIP

Sunday, August 14, 2016  
Posted by: NSRA
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Embraces Heritage by Celebrating the Art of Shoemaking, While Recognizing Spirited Movers Who Shape the World

August 10, 2016 (CANTON, MA) – Rockport, a leader in men’s and women’s footwear since 1971, today announced a global brand repositioning that underlines the Company’s heritage as an American brand, dedication to the art of shoemaking and commitment to creating footwear for the everyday mover. The rebrand is reflected in the new "Made for Movers” campaign that spotlights the passionate shoemakers at Rockport and the ever-moving people who wear them.


Timed to the release of its fall 2016 collection, Rockport’s new look and attitude will be visible in all branded environments, including its company-owned retail stores, wholesale display program, showrooms, trade show booths and its future corporate headquarters based in Newton, MA. Additionally, Rockport will unveil new packaging, advertising and a refreshed digital experience. Its new website and social media channels are now live and will continue to evolve in the coming months, sharing real stories of the movers behind the scene at Rockport and those in front of it, consumers moving in their everyday lives.


"Made for Movers illustrates the heart and soul that goes into both making and wearing our shoes,” said Susan Dooley, senior vice president, global marketing. "Our consumers are constantly on-the-go, doing what they love. They want to look good and feel good without a second thought. We understand that at Rockport because we’re movers too.”


This brand revival comes one year after Drydock Footwear Group and The Rockport Company joined forces to become The Rockport Group.  The union represents a homecoming of sorts for President & CEO, Bob Infantino, who led the brand’s product and marketing teams some 30 years ago.  


"Our heritage lies in generations of shoemaking experience we have here at Rockport,” said Infantino. "Ultimately, though, it’s not about us. It’s about our consumers around the world and the opportunity we have to create incredible footwear and a compelling brand experience for them.”

Made for Movers in the Making

New branding and public relations partners are championing the brand’s forward perspective and eye for innovation. Madwell, a Brooklyn-based creative agency is leading the concept and design behind the rebrand and Made for Movers campaign.


"It's the idea that looking good and feeling good shouldn't be mutually exclusive, a deceptively simple insight which ultimately inspired the Made for Movers campaign,” said Chris Sojka, creative director, Madwell. "More than ever we're a world of multi-tasking doers.”


Industry leader and integrated communications firm, SHIFT Communications, which specializes in data-driven public relations and marketing, has also been named agency of record for Rockport. The program will be managed out of the Boston office with a key focus on leveraging analytics to better inform and drive results.

 

Visit www.rockport.com to experience the new face of Rockport and follow the brand on Instagram, Facebook and Twitter. Read Port 71, the Rockport blog, for fun style, travel and lifestyle ideas.

 

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