AndreasWilliamJee: Advertising Campaigns

Introduction

Principle Footwear is the pioneer in the Malaysian Skateboarding scene that produces high quality and fully functional skateboarding shoes. Principle Footwear is a subsidiary company of Hellbent Skateboarding.

All of the shoes also can be use for long walks in the city. The motto for Principle Footwear is Passion, Precision and Perfection in every design because they want their customers to wear their products with pride.

Principal Footwear is the first local skate shoes company, they produce a fully functional and comfortable skate shoes. Principal Footwear was also amazing and professional. The price was reasonable and cheap. Principal Footwear has come up with a few designs such as Principal Alpha, Principal Class, Principal Wise, Flow and Core. All of the design is different from others.

Case Study

Principal Footwear was design for local Malaysian skater who can’t afford a braded skate shoes such as Vans, Nike SB, Lakai, Emerica and Etnies. The cheapest branded shoe you can get is under 300MYR. Most of the branded skate shoe price is above 300MYR, for Principal Footwear, you can get around 150-200MYR. The quality is the same as branded skate shoes. Principal Footwear has their own moto which is PASSION, PRECISION and PERFECTION.

Vans

Vans founded on March 16, 1966 by Paul Van Doren, Gordon C. Lee, James Van Doren, and Serge D'Elia. As an American manufacturer of shoes, based in Cypress, California. The company also produces apparel, and other products such as T-shirts, hoodies, socks, hats, and backpacks. As of August 2013, the brand is active in the actions sports industry and sponsors skateboard, surf, snow, BMX, and Moto X teams.

Vans also have their own skate park, the company built its first free skate park in Huntington Beach, California which is open to the public in 2014. It includes a 17,500 square foot skate bowl and a 25,000 square foot skate plaza. The park is 42,500 square feet and Vans pays the city US$1 per year for the 20 year lease.This park is open 7 days a week.

The first skate park was opened in 1998 at the Outlets of Orange. It features a 20,000 square foot indoor street course, a Combi pool, which is 12 ft. deep, an area for amateurs, mini ramps, an outdoor street course, and an arcade. The park was updated in 2008.

Lakai Limited Footwear

Lakai Footwear Limited is an American footwear company. Founded in 1999 based in Torrance, California that creates shoes designed for and inspired by skateboarding. Lakai was founded by professional skateboarders and Girl Skateboards co-founders Mike Carroll and Rick Howard. Lakai Limited Footwear is part of the Crailtap Distribution along with companies Girl Skateboards, Fourstar Clothing, Royal Trucks, and Chocolate Skateboards.

As of September 2014, the company promotes three specific technological features of its skate shoes under the overall title of "XLK". According to Lakai's website, the technology will "provide the increased structural integrity of a cup sole while reducing overall sole weight by sculpting sidewalls and minimizing rubber in areas where it is not needed." The three features are: "XLK Sole Construction," "High Density Foam," and "Sculpted Sidewalls.

The Lakai video Fully Flared received the "Best Video Award" at the 10th Transworld Skateboarding Awards, an event produced by the TransWorld SKATE boardingpublication.

Objective

Principal Footwear was aiming for successful and hoping to grow and to raise the new blood skater to be fashionable bold. Principal Footwear also aiming for the brand be successful product worldwide and reach the big market.

The Idea

Principal Footwear has got a lot of good view from a local professional skateboarder such as Hariz Mansor, Porock Luis and other professional skateboarders. Most of the pro prefer to use local brand than international because of the quality is the same. Although the quality is same but is only meant for sport ware only.

So the central idea is ‘Unique Color’ strong image differentiation: importance of color, good quality, young people, up to date, reasonable prices = “to put fashion on an industrial level”.

Campaign Strategy

The principle footwear is to make people feel free to choose or to express their own design on the shoes. People can customize their own shoes the way they want it and be different. The unique of the design is the design can be picking from the following design that has been express.

Process