OrthoLite launched a new marketing campaign, The Secret Inside. This campaign, grounded in research, celebrates the pivotal role that OrthoLite technology plays in creating superior comfort, durability and performance in the footwear that consumers demand from more than 200 of the world’s shoe brands.
Each image within the campaign showcases the key attributes of OrthoLite technology in different concepts including Breathe, Reduce, Comfort, Style and Rebound. The creative also highlights the intricacies of OrthoLite’s proprietary open-cell formulations that set the standard in the industry more than 19 years ago.
“The direction of the campaign will also be highlighted throughout our marketing elements to further visually reinforce the company’s unwavering dedication to technology and continued product innovation,” said Pamela Gelsomini, OrthoLite president. “The new Secret Inside campaign is based on significant independent research highlighting that both comfort and performance are a paramount consideration for consumers and, in turn, for footwear designers and developers.”
According to a third-party 2016 Footwear Survey, consumers rank insoles as the number one factor driving both comfort and performance of the shoe, and 60 percent of consumers surveyed view insoles as the most critical component in driving their purchase of footwear. Further, 65 percent of footwear brands indicate that the insole is critical for driving performance and comfort in the shoe. It was also noted that 77 percent of consumers surveyed find significant value on branded insoles.
“This research further validates the importance of the insole as well as the value on branded components to consumers. As the market leader, we are proud to say that OrthoLite insoles have been the secret to high levels of comfort in all categories of footwear. More importantly, it is our mission to help our brand partners elevate their comfort and performance stories and sell more shoes,” said Gelsomini. “The OrthoLite brand is recognized as a leading branded footwear component, and our new marketing strategy will help drive brand awareness and retail sell-through for all shoes utilizing both the OrthoLite brand as well as our game changing technology.”
“We are excited to launch this new campaign further establishing OrthoLite’s leading position as the secret to comfort and performance in shoes,” said Nicole Peterson, SVP of client services at AMP Agency. “OrthoLite comfort insoles are a vital component in the foundation of a shoe’s excellence – this campaign gives insoles the bold, stylish statement they deserve.”
OrthoLite, headquartered in Amherst, MA, is a supplier of open-cell foam insoles found in more than 400 million adult and children’s shoes each year, including Nike, Asics, Adidas, Clarks, New Balance, Under Armour, Converse, Vans and Timberland.
Photo courtesy OrthoLite
