Brand Relaunch and Advertising Campaign

INPUT
L.A. Gear sneakers were a staple in the 80’s and 90’s, and in large part thanks to their two most iconic collections—the Limited Edition “Unstoppable” and “L.A. Lights” Collections. When the brand decided to re-release these two collections, they knew the stakes were high and they had—no pun intended—big shoes to fill. Up for the challenge, GERTRUDE renovated, rebranded, and re-established the iconic L.A. Gear sneaker brand through a strategic integrated campaign.


OUTCOME
GERTRUDE aligned the Limited Edition L.A. Gear “Unstoppable” Collection with consumers’ nostalgia for classic 1980’s video games and the “L.A. Lights” Collection with breakdance culture through the dynamic “Step Into the Lights” :30 spot. The campaigns successfully re-launched the L.A. Gear brand after two decades of inactivity, established a renewed presence at key retailers across L.A. and NYC, and reinvigorated the brand among sneakerheads.