Sperry, the creator of the world’s first boat shoe, has announced a significant brand-repositioning and multi-staged, integrated marketing campaign. Sperry’s evolution includes a refreshed corporate logo and visual identity, which will be introduced as the Odysseys Await campaign launches this month. The new icon better reflects the authentic nature and values of the brand while appealing to an audience that has genuine stories to share and tell. In mid-March, Sperry will unveil the second half of the campaign, the Odyssey Project, an experiential and content-creation initiative that celebrates inspirational discoveries and encourages ongoing engagement. Through the Odyssey Project, Sperry will activate 80 ambassadors around the world with a challeng, to move out of their comfort zones, visit unexpected places, try unfamiliar things and discover more about themselves and the world around them. Each person will receive a custom shoebox, containing a new pair of Sperry’s and an itinerary which will send them on different odysseys around the world to discover new people, places and experiences and, ultimately, bring back unforgettable stories. The user-generated content will be shared globally on Sperry social channels, at Sperry specialty retail stores and on Sperry.com.

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