Re-branding an Icon:
New Relevance from the Ashes
The PF Flyers sneaker brand turned seventy in 2007. Nearly defunct in 2001, the brand's prospects look brighter today than they have since its heyday in the late 60s. From strategic planning to creative execution, Heckler Associates has had a leading role in repositioning and marketing the brand.
In 1972, Jim Davis called Heckler Associates for advice on re-branding a recent purchase: New Balance. Through our seminal work placing the “N” on the shoe saddle, the relationship grew to include advertising and product design refinement. We continue to launch new brands for the company and to direct major design projects such as the New Balance presence at the Summer Olympics.
As Mr. Davis mulled buying the PF brand in 2001, he called Heckler Associates for a point-of-view. Terry Heckler thought the PF purchase was a good idea, based in no small part on Davis' enthusiasm for the brand. The temptation to anchor the brand position in nostalgia was strong. Similarly, the idea of presenting "PF by New Balance" had considerable appeal on the surface. Heckler Associates was asked to shed light on these fundamental branding decisions. In helping to tune initial business plans and strategy, the Heckler team established a strong, versatile new brand position to allow for unfettered long-term growth.
Beyond the typical agency/client relationship, Heckler Associates has integrated strategic planning and communication design services at every step. Beginning with our initial planning, logo and packaging work, we have directed and created nearly all worldwide communications for PF, including consumer and trade advertising, media buying, website content and design, tradeshow booth design and execution, retail merchandising, product naming and events.
Nurturing an informed, nimble brand
The intersection of the sneakerhead and Indie cultures into which PF was reborn was defined by the convergence of street art, music and cultural commentary. In award-winning ads, PF captured the creative, playful spirit of the brand, generating considerable buzz with limited resources.
To establish new fashion credibility, PF had to demonstrate fashion savvy with the gatekeepers of the industry itself. As part of cultivating desirability and cachet, we advised PF on ways to operate as an emerging fashion brand rather than a subdivision of a large corporation. Heckler helped PF garner essential retail support via efforts tailored to strategic trade partners: creative tradeshow presence, smart catalogs and breakthrough print ads in the culture-leading publications these retailers respect.
Continue > A Heritage in Motion: Identity at the Speed of Fashion