Lausanne, Switzerland – Footwear company Bata has launched the new campaign ‘Make Your Way,’ reflecting its new stylish, comfortable, and affordable branding. The new positioning aims to target younger audiences who are more conscious of trends.
The launch coincides with Bata’s 130th anniversary. Its long history and rich heritage contrast with the brand’s aim to attract young customers, yet is not neglected in the campaign.
While the campaign intends to present Bata shoes as fashionable, it also draws on the brand’s heritage to express authenticity.
Bata is also set to release women’s ballerina shoes starting in September, a reimagined version of its 1897 Batovka design. The release of the shoes supports women in the dance industry, providing affordability for dancers hindered by economic challenges.
“This campaign is about inspiring self-expression and confidence. At Bata, we make shoes to accompany consumers as they create their own path in life and build their road to the future,” Sandeep Kataria, global chief executive officer of Bata, said.
The campaign was produced with &Rosàs agency for a global release.
