Fit Flop reveals brand refresh plus new campaign

Footwear specialist FitFlop on Monday unveiled a “brand relaunch to power their next stage of growth in the UK and Internationally”.

It comes with the debut of the spring 24 campaign and sees “a new look and feel for the brand across all creative direction including colour palettes, silhouettes and brand logos”. 

The company said that with “smart-engineering at the forefront”, its “elevated positioning injects new energy into the brand” that first launched to the market in 2007. 

FitFlop was launched as a science-led footwear brand by Marcia Kilgore (also known for Soap & Glory, Bliss and Beauty Pie) and has since grown to have a presence in 73 countries, with 145 FitFlop stores globally. 

The new spring campaign is dubbed Smart Moves and aims to “target a younger audience whilst maintaining pioneering technology which benefits users’ daily lives by maximising energy, achieving more and feeling better”. 

It comes after the company secured a new five-year $30 million revolving credit facility from Aurelius Finance Company in April last year to support its long-term growth ambitions. 

It said there will be “innovative and unexpected design partnerships being unveiled in early 2024 cementing the start of the brand’s refresh strategy”. 

It has already begun intensify its focus on international expansion as part of its global retail programme in “key strategic markets”. 

This was cemented by the opening of its largest retail space in the Middle East to date, in Abu Dhabi. 

The brand said it “plans for further international growth this year”.

CEO Gianni Georgiades said: “As a growing brand with huge global ambitions we are relentlessly focused on our consumers – from existing wearers who already love the brand to welcoming new consumers who may be discovering us for the first time… This new brand look… represents a transformative step forward in FitFlop’s journey in line with our mission to become the most intelligent footwear company in the world.” 

And Chief Marketing Officer Phil Borthwick added: “This bold step forward will play a key role in realising FitFlop’s opportunity to drive forward. While the entire category has fallen into a sea of sameness, FitFlop is once again doing things differently. Through celebrating the effects of an approach rooted in biomechanics and ergonomic design, we’re not only elevating the brand but providing a gateway to introduce the profound benefits of our products to a new generation of ambitious, smart consumers.”