SHOES FOR A NEW RACE

WHEN THE ICONIC METRO SHOE COMPANY NEEDED TO REFURBISH ITS IMAGE TO APPEAL TO THE YOUTH, IT WASN’T AS SIMPLE AS ALL THAT. THE YOUTH COULDN’T JUST BE SWAYED BY FASHION IMAGERY. WE NEEDED TO COME UP WITH AN INSIGHT THAT THEY IDENTIFIED WITH. IT WAS NO MORE A RUSH TO THE SAME METRICS OF SUCCESS AS THE PREVIOUS GENERATION.THE GAME HAD CHANGED. THE RACE HAD CHANGED. THESE WERE THE SHOES FOR THE NEW RACE.