FitFlop reveals 'new brand look' to reach younger global audience

FitFlop, the footwear brand renowned for smart engineering, has today announced a brand relaunch to "power its next stage of global growth" by appealing to a new, younger generation of consumers.

The ‘Smart Moves’ campaign for Spring 2024 features a "new look and feel for the brand", including refreshed colour palettes, silhouettes and brand logos. With smart engineering remaining at the forefront, FitFlop’s revamp aims to inject energy into the brand, which first launched in 2007.

The brand is taking a step forward, targeting a younger audience while maintaining pioneering technology to benefit users' daily lives by "maximising energy, achieving more and feeling better".

Gianni Georgiades, Chief Executive Officer of FitFlop, 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.

"We are excited and extremely proud to launch this new brand look; it represents a transformative step forward in FitFlop’s journey in line with our mission to become the most intelligent footwear company in the world."

Phil Borthwick, Chief Marketing Officer at FitFlop, 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."

In April 2023, FitFlop secured a five-year $30 million revolving credit facility from independent lender Aurelius to support its long-term growth. As part of its new strategy, FitFlop has begun to roll out its international expansion. Last year, for example, the London-based footwear brand "re-energised" its presence in the Republic of Ireland and Northern Ireland.