Sof Sole has launched a completely redesigned gender segmented positioning for its brand. In addition to entirely new products and packaging, the entire Sof Sole line has been enhanced with updated materials designed to improve the comfort, performance and functionality of the market-leading brand. The company also announced the release of two new insoles and an all new performance sock in conjunction with the exciting new communication roll-out.
The entire Sof Sole brand is now offered in gender segmented products and positioning for more practical performance and enhanced consumer communication. Additionally, packaging has transitioned from a plastic clamshell to a sustainable SBS board that is more environmentally friendly. Designed for easy consumer communication, the package features many non-verbal cues such as color, imagery and size messaging to differentiate between genders and functional silos.
“The new brand architecture more closely represents the energy and attitude of the Sof Sole line,” stated John Andrews, Vice President of Marketing for Implus Footcare. “Our new line more closely reflects the current mix of shoe styles and activities of todays Gen-A consumers.”
