In a first for the brand, the campaign will use product placements, starting with the granting of 100 limited edition shoes with unique issue numbers stitched into them.
Those first 100 to be made will be sent to top pop bands, stylists and opinion-formers.
NLG, the exclusive licensee of Slazenger footwear, has hired Kazoo Communications for the brief to launch the range to the youth market.
NLG brand controller Ade Adelano said the launch of the shoes was timed to coincide with Wimbledon, but that the shoes were fashion rather than performance products.
‘We’re trying to use the authenticity the brand has in the UK to leverage credibility in the UK sports and swimwear markets,’ Adelano said.
One of the key marketing strategies for the new range will be strategic product placements, said Adelano.
The retro-style footwear, which is taken from original 1970s Slazenger designs for tennis and squash shoes, would be placed at fashion shows, style awards – such as the GQ Men of the Year Awards – along with pop videos.
This will be followed up by a targeted media relations programme aimed at the fashion and style pages.
Adelano said: ‘This will all be new for Slazenger, but we’re doing this to build up cool awareness in early adopters, in order to reach a wider market to build up sales for us in later years.’