FitFlop, renowned for its ergonomic footwear, is undergoing a rebranding initiative in spring 2024 to drive its next phase of growth both domestically and internationally. The brand's new campaign, titled ‘Smart Moves’, encompasses a refreshed aesthetic across all creative aspects, including color schemes, designs, and logos, aimed at engaging a younger demographic.
Gianni Georgiades, CEO of FitFlop, emphasized the brand's commitment to its consumers and its aspiration to become a leading global lifestyle brand. He expressed excitement about the new brand identity, which signifies a significant evolution in FitFlop's journey towards becoming the world's foremost intelligent footwear company.
Founded by Marcia Kilgore, FitFlop has established itself as a science-driven footwear brand, leveraging biomechanical engineering and ergonomic principles to enhance comfort and well-being. With a presence in 73 countries and over 5,000 stores, including 145 concept stores, FitFlop has positioned itself as a global leader in its segment.
In April 2023, FitFlop secured a new 30 million US dollar revolving credit facility to support its long-term growth strategy, focusing on investments in branding, marketing, and advertising. The brand's expansion efforts include the opening of its first US store and its largest retail space in the Middle East in Abu Dhabi, along with the addition of new global distributors in strategic markets.
Phil Borthwick, FitFlop's Chief Marketing Officer, emphasized the brand's commitment to innovation and differentiation in a saturated market. By highlighting the benefits of biomechanics and ergonomic design, FitFlop aims to attract a new generation of consumers who prioritize both style and functionality.
FitFlop is set to unveil a collaborative collection with womenswear brand Roksanda during London Fashion Week. The collaboration, spanning two seasons, will merge FitFlop's patented midsole technologies with Roksanda's contemporary design aesthetic, offering consumers a blend of style and comfort.
The debut collection, inspired by Roksanda's creative use of color, will be available online and in select retail stores globally in autumn 2024, marking a significant milestone in FitFlop's journey towards redefining the footwear landscape.
