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Kick Game

Yum Bun

Aruba Conservation Foundation

Chester Zoo

Bobby Woods

"Working with How&How was an amazing experience where I personally learnt a lot from the whole process. The team just get it. From the outset they take time to fully understand your business, your culture and how this translates across your entire brand. 

"Their deep-dive research and work on our brand really helped to put Kick Game on the map."

Qualitative Research
Quantitative Research
Brand Strategy
Verbal Identity
Visual Identity
Marketing Kits

Featured:
Creative Boom
Shaping Design
Branding Temple

With thanks to Robert, David and Bobby and all the other Kick Game crew!

Creating a new strategic position and brand identity  for Kick Game — a high-end sneaker brand with their eyes on the new luxury consumer. 

Kick Game has a big ambition: to be the number one destination for rare and sold out sneakers globally.

We conducted extensive consumer research and identified a new laser-focused group: young 20-30 year old aspiring sneakerheads who will soon make up 60% of the global luxury market. 

Brand savvy, career-obsessed and highly driven individuals, these "style instigators" embrace new ideas and subscribe to a ‘higher grade’ of fashion. We looked at ways we could elevate the brand and inspire our new consumers. 

Commercially, the brand curates and resells sneakers with world-class customer service. Visually, we looked at doing the same: turning towards art and bold art frames as a way to reshape and elevate sneakers. We looked at shoe details, finishings and authentication marks as a way of blending the concept of an exclusive sneaker (which is bought and sold much like a commodity) with luxury art. 

Featured in:
Creative Boom
Shaping Design
Branding Temple

Kick Game has a big ambition: to be the number one destination for rare and sold out sneakers globally. We partnered with the high-end sneaker brand on a new strategic position and brand identity—one that would help them shape their ambition into a reality.

Kick Game have their sights set on the 'new luxury' consumer. Commercially, the brand curates and resells sneakers with world-class customer service. But they needed to align more closely with their audience, and look like the luxury brand they were aiming to be. So we conducted extensive consumer research and identified a new laser-focused group: young 20-30 year old aspiring sneakerheads who will soon make up 60% of the global luxury market. 

Kick Game curates, selects and resells sneakers. Visually, we looked at doing the same: turning towards art and bold art frames as a way to reshape and elevate sneakers. We looked at shoe details, finishings and authentication marks as a way of blending the concept of an exclusive sneaker (which is bought and sold much like a commodity) with luxury art. 

We kept the brand clean and minimal, while amping up the bespoke detailing—working in 3D to create 'swivel' movement animations, similar to when people try on and swivel a sneaker with their foot in front of a mirror.

Since our work together in Spring 2021, this fashion trailblazer has been seriously kicking it, securing £3.5M in their investment round in September 2021 and launching 10 new retail stores in 18 months in the UK and Milan. Kick Game even won £2.5m in VC funding from VCG Partners early in the pandemic to help it fuel future growth; while in August 2022 it reportedly drafted in advisers to explore strategic options including a £150M sale. Their revenue soared to over £40m at the end of 2022. 

A new brand for Kick Game—curators of exclusive sneakers with their eye on the 'new luxury' consumer.

Customer Research, Brand Identity & Social Media Strategy for Kick Game

Elevating sneakers into a 'new luxury' artform

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A branding agency turning what is, into what could be. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

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Kick Game

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