Challenge
Red Ball Jets had heritage and product quality but lacked a modern articulation of what the brand meant. Their identity was nostalgic but fragmented and unrefined, and their storytelling wasn’t resonating with today’s style-aware, authenticity-driven customers.
Initiative
We led a full brand repositioning and expression program:
–Defined a new brand position anchored in craftsmanship, comfort, and connection.
–Developed a comprehensive brand book with tone, audience segments, and messaging.
–Created a new visual language through photography and video built around sincerity, optimism, and presence.
–Introduced the brand tagline: “Be Where Your Feet Are.”
Context
Our process began with aligning leadership on Red Ball Jets’ core values: nostalgia, originality, and craftsmanship. We defined three key audience archetypes (Curator, Craftsman, Collector) and built a storytelling framework around them. We shifted tone from vintage athleticism to quiet confidence that is authentic, measured, and assured. The visual system and content direction were designed to show real life; hands-on craft, calm presence, and genuine connection, capturing the idea that comfort and meaning coexist in the same step.
Impact
The new brand articulation created a foundation for all future marketing and content.
Unified internal and external storytelling across product, retail, and digital.
Established a timeless, ownable visual system for campaign and social use.
Strengthened differentiation in the “premium but not luxury” sneaker space.
Positioned Red Ball Jets to re-enter market conversations with confidence and cultural relevance.
