They asked Earth Shoes, the quintessential counterculture brand of the 1970s, was reintroduced in 2007. The new owners, who also procured the rights to Inverted Heel Technology (which positioned the heels lower than the toes for a much healthier posture) wanted the brand to be distinctive today without acknowledging the Earth brand of past.
We answered with advertising and collateral targeted directly at consumers who live healthy lives, and want their shoes to fit into that healthy lifestyle. We also coined the brand's new tagline, "Earth. A higher calling."
This happened Sales of Earth Shoes increased by more than 40%. Requests by new retailers to carry the Earth Shoes line increased by 52%.