Launch Chuck II
The Chuck Taylor All-Star is one of the most iconic sneakers of all time. The launch of the Chuck II was to modernize and move the brand forward. This was groundbreaking for the brand. Focusing on creativity and innovation not only launches a new sneaker but jumps to a new way of thinking for the brand and consumer.
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Built the launch plan for the Latin America marketplace.
Created distribution plans tiers, channels, and partners
Product Positioning including product tool kits, jobs to be done, and rules of engagement
Successfully managed allocation plans to ensure a “pull market”
Forecasting allocation plans, inventory levels, and investment
Identified target audience / consumer profile
Fully integrated strategic plans with cross-functional marketing and retail
Results:
Biggest coordinated global product launch
Maintained a pull market for 12 months
Increased ANSP (average net sell price)
Reconnected with the young male consumer