A New Way to Fly

Canvas shoemaker P.F. Flyers has a surprisingly long history. Founded in 1937 as Posture Foundation Flyers, it was purchased by in 2021 by Kassia Designs (run by the daughter of New Balance’s majority owner), and it was rebranded shortly after. P. F. Flyer’s much-loved circular logo was replaced by a square design, and sales literally plummeted. Loyal customers felt that the new owner had gutted the heritage of the brand.

Recently, the new owner brought in creative agency Bokeh to get PFF back on track. In addition to bringing back the circular shape to the logo, the designers pulled heavily from the original brand’s advertising and graphics. They also recognized that the shoe’s role in the 1993 coming-of-age sports movie, “The Sandlot,” was very relevant with customers today.

From the Bokeh website: “Millennial nostalgia for ‘The Sandlot’ reflected a nostalgia for their childhood and the endearing all-for-one-and-one-for-all camaraderie that forms between a ragtag group of friends. Whereas Gen Z was nostalgic for an era they hadn't lived through and had no analogous experience with. They use stylistic preferences to express longing for a time before the internet—before the likes, filters, fake news, and doxing—which they perceive to be simpler and safer.... The common thread between both interpretations of nostalgia was: comfort, freedom, and fun. These were the sentiments worthy of building a brand around.”

 

https://www.creativereview.co.uk/pf-flyers-rebrand/

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