Campaign: Hi-Tops Basketball revival
PR team: Balance PR
Timescale: January - March 2008
Hi-Tec brought in Balance PR in December 2007 to manage the UK PR for the relaunch of its 1982 basketball trainer and reawaken consumer media interest in the footwear brand. River Island had agreed to stock the trainers in its men's section.
To re-educate consumers about the Hi-Tec brand. To reach the fashion and consumer communities and media. To drive sales at River Island.
Strategy and plan
Over the three-month period, Balance PR targeted the men's consumer press, announcing the return of the trainers. A Facebook campaign was started and fashion editors visited Hi-Tec's showroom.
Measurement and evaluation
The campaign generated 20 pieces of UK coverage. Lifestyle coverage came from Arena, Loaded, GQ, Boys Toys, Men's Fitness and Grazia, and trade publications Drapers and Footwear Today.
Traffic to River Island's website increased during the campaign and Hi-Tec imagery was featured in the window of its flagship London store on Oxford Street.
New Look has entered negotiations to offer a range of exclusive trainers and other chains have also expressed interest.
The Hi-Tops range sold out in River Island and the retailer has placed follow-up orders with a request for additional colours for autumn and winter.