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Integrated
Stride Rite: Built for Childhood
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Stride Rite recently tapped the independent agency to lead strategic and creative development of a significant advertising effort and to help reintroduce the iconic brand to a new generation of parents. Following extensive research, Duncan/Channon developed Stride Rite’s brand platform and refresh strategy. The new “Built for Childhood” platform was inspired by the Stride Rite team’s everyday experiences as parents, bolstered by the brand’s decades-long commitment to quality and expertise in children’s footwear. The new work encourages parents both to embrace the chaos and come prepared. The fully integrated campaign launches across multiple channels with the strategy of breaking through the back to school clutter by reaching Mom during her time and starting a peer-to-peer conversation.
In the photography used for the new campaign, we strive to express fundamental truths about parenting and childhood. We don’t shy away from showing chaotic situations — we embrace them. And while these may be similar to what you might see from friends on Facebook or Instagram, we take it to a higher aesthetic level, helping us stand out, while reinforcing Stride Rite’s positioning as a leader in style. The look is grounded in reality, but executed with an artistic eye.
Design director - Jennifer Kellogg Related
Stride Rite: Built for Childhood
Duncan/Channon, San Francisco, CA 
Stride Rite: Built for Childhood
Duncan/Channon, San Francisco, CA 
Stride Rite: Built for Childhood
Duncan/Channon, San Francisco, CA 
Stride Rite: Built for Childhood
Duncan/Channon, San Francisco, CA |
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