Kickers Rebrand — Defining a New Identity for a New Generation

My first ever rebrand project — and the starting point of my career in brand identity.

Created during the height of the 90s Britpop era, this project supported Kickers as it expanded from footwear into apparel. The existing logo no longer resonated with a fashion-forward audience. Consumers didn’t want a traditional badge across their sweats and jackets — they wanted something bolder, simpler, and more confident.

The solution was a stripped-back identity: a solid red block paired with strong, bold typography that could stand alone across clothing and campaigns. The new branding was rolled out nationally across press, out-of-home and large-scale billboards, appearing across London, Manchester and Glasgow.

Shot on location in Shoreditch, the campaign captured the energy of Cool Britannia — where music, fashion and youth culture collided — and positioned Kickers as a credible lifestyle brand, not just a shoe label.