YME7 - Quan James Tran

1. James Tran - Anh Nguyen - Ngoc
Thao - Ngoc Phuoc - Hoai Thuong
BRAND
KEY
MODEL

2. CONVERSEVANS
PUMA
BITI’S
HUNTER
STREET
ONITSUKA
TIGER
SKECHERS

3. 01
VANS

4. THE SNEAKERS OF ALL SKATEBOARDERS -
Stands for an era of America street culture

5. CONSUMER
TRUTH
BRAND
TRUTH
VANS is an actions sport footwear
brand that rooted in authenticity and
creativity. VANS embraces creative
self-expression and youth adventure
Sneakers is a kind of expression
which reveals much about one's
personality, characteristics or
point of view
INSIGHT
As a youngster, playing action sports, loving adventures, I want to wear a pair of shoes that not only
support and comfort me along the journey, but also express my true-self in creative and different way.
Youngsters who play action sports
want to freely explore adventures,
express their true self
CATEGORY
TRUTH

6. Creative, Expressive, Authentic,
Bold, Adventurous, Rebellious
Functional: Casual sneakers offer
comfortable and practical shoes, that
support for action sports.
Emotional: I want to show my true self
in a creative and different way
through a designed pair of shoes
Customization culture that
make Vans design creative and
unique
As a youngster, playing action
sports, loving adventures, I want to
wear a pair of shoes that not only
support and comfort me along the
journey, but also express my
true-self in creative and different
way
Teens and Young Adults (15-24
YO), who are authentic,
adventurous, care-free. Living in
urban cities. Playing action sports
or loving adventure
All Sneaker brands from high to mid
price Nike, Puma, Adidas, Skechers,....
Over 50 years, Vans thrived on a legacy
of the leading actions sport footwear
company, rooted in authenticity and
creativity
Embrace creative
self-expression
and “Off the wall”
attitude
Leading brand in action sports with 50
years heritage and expertise in creating
casual, comfortable sneakers

7. BRAND KEY IS TRANSLATED INTO
House of VANS is a creative
space that represents diversity
and youth cultures
Customization and
Collaborations with whom
embody Off-The-Wall ethos
Supreme, Disney
or Marc Jacobs are
just a few
examples that
come from
different walks of
life but have left
their mark
in their
respective
worlds in

8. 02
CONVERSE

9. CATEGORY
TRUTH
● Sneakers is a kind of
expression which reveals
much about one's
personality, characteristics
or point of view
BRAND
TRUTH
● Converse celebrates the
sense of individuality
through cultural spirit
and authentic style
● Converse celebrates
youth’s progressiveness
CONSUMER
TRUTH
● Youngsters were born bombarded
with a set of social norms and
expectation → They feel frustrated,
want to express what they view, not
the view given by the society
● They acknowledge their
uniqueness → They want to find a
room to express their authentic self
INSIGHT
“I want a pair of sneakers which helps me show to the world my unique
identity and accompany in my future progressiveness.”

10. Personality: Rebellious, Authentic,
Cultural, Active
Value: Classic, Creative, Timeless
● Functional: Casual sneakers with an
edge to enable individuality and
self-expression
● Emotional: I feel boosted to show my
uniqueness
Converse provides versatility to
optimize personalization
Converse celebrates youth’s progressive
“I want a pair of sneakers which helps me
show to the world my unique identity and
accompany in my future progressiveness.”
Millennials and Gen Z, 15-28, Urban
Student, young professional
Progressive, Free-spirited, Having a
good sense of fashion, Trend-setting
Unbranded products and
Half-performance Half-lifestyle brands e.g
Vans, Skechers
Brand’s extensive legacy since 1908
Constant presence in pop culture
All Star Iconic Collection
Unlock the future
revolution in you
● Cultural and authentic design
● Provide versatility to optimize
personalization
● Converse challenges the status quo
and speaks up for the youth

11. Customized products
Singer Naomi
1977 Vlog
Express the Rebellious,
Break the rules attitude
Converse Original x Châu Bùi
Everyone Has A Story
All Her Stories are true
Challenge the status quo
Empower the right to
speak-up of youth
Cooperate with influencers who
are the trend-setters, have
strong personality and are daring
to show their authentic self
HOW THE BRAND KEY IS TRANSLATED
INTO PRODUCT AND COMMUNICATION?

12. 03
SKECHERS

13. Consumers are assuming
Skechers as an old and
non-fashionable footwear brand.
To target Youngsters, Skechers
has to aim at a current but still
high-performing image.
Skechers is famous about its
comfort and performance.
THE
ISSUE
THE
HERITAGE
THE
SHIFT

14. CONSUMER
TRUTH
They need a pair of sneakers that
help them enjoy their life by a wide
range of activities with comfort and
in their own style.
COMPANY
TRUTH
CATEGORY
TRUTH
Skechers offers the world latest
trends, technology and comfort
innovations to make the sneakers fit
in every occasion.
Sneakers is segmented into
two dimension: Performance
and Style.
INSIGHT
“I want to celebrate my own
lifestyle with a pair of
sneakers that can show my
own style but still help me
enjoy a wide range of
activities that I want to do.”

15. Confident, Active, Trendy, Sociable,
Harmonious, Youthful, Bold,
Open-minded, Energetic
Functional:
Highly technology-driven and
fashionable sneakers
Emotional:
I feel comfortable to activate my
own style
High-performing sneakers in shape
of “Chunkies”, which is a trendy
style in footwear category
“I want to celebrate my own life with a
pair of sneakers that can show my
own style but still help me enjoy a
wide range of activities that I want to
do.”
Millennials, 15-35, urban, those
who want to live their life in
their own way.
Unbranded products (with lower price)
and Half-performance Half-lifestyle
brands e.g Vans, Converse
High credibility in quality
Advance technology for comfortable
footwear.
Leverage
every lifestyle
with ease
Technology-driven products
Trend-setting since 1992
Wide range of products adapted for
various tastes and occasions

16. BRAND KEY IS
DELIVERED VIA CAMPAIGNS
#mySKECHERS
A campaign to encourage youngsters to
have their own way in keeping life on
track.
This is my energy
Skechers launched Skechers Energy
with encouraging message to show
their own style of energy.
Photo by me
A campaign to help express themselves
through the lens of their own.
Have your own way in
keeping life on track
Show your own style
of enery
Express yourself
through your own
lens

17. 04
PUMA

18. The brand of forever leading the
pack by staying true to sporting
history and the culture around
sports,, and above all, play with
heart like only we can
Start with an exclusive focus on football,
however, in the 60’s PUMA was
developed and used by many athletes.
PUMA has established a history of
making fast product designs with
performance credibility, hence, helping
athletes making world records in sports.
THE
SHIFT
THE
HERITAGE
THE
BECOMING
Launched in 1991, The Disc is the first
laceless sports shoe with a system of
internal wires that tighten the upper
for a perfect fit. This is both a
revolution within technology and a
step forwards a more fashion oriented
brand and product line.
RECORDS ACCOMPANY TURN IT ON THE PACK LEADER

19. CONSUMER
TRUTH
Sport as well as life is the challenging
game. The ones who live to push
themselves surpassing their potentials
to win their games are the real game
changers.
BRAND
TRUTH
CATEGORY
TRUTH
As one of world’s leading sportswear
brand, PUMA knows best how the
positivity in sport and sport-spirit in
training can support transforming/
empowering one’s life.
Sneakers are not only for confident,
joyful lifestyle but sneakers can also
reflect one’s determination and spirit
INSIGHT
Sport culture is well-known for its spirit and I’m aspired to bring that spirit to my everyday challenges cause I
believe success is an endless pursuit to improve myself and how I play the game. That is how I change my games.

20. Brave, Confident, Determined
Joyful, Playful,Rebellious
Athletic, Passionate, Ambitious
Tone of voice: humour and irony to express joy along
with confidence, honesty and powerful words to state
our level of determination
● Functional: Product frequent
innovation with sports/ physical
performance credibility.
● Emotional: Enhancing positivity within
sports and put more energy into
training/ lifestyle.
Performance product merging sports and
fashion, merging unique heritage in sports and
high credibility in the latest lifestyle brand (by
collaborating with sports, culture, fashion
icons not via promoting but also creating
products)
Sport culture is well-known for its spirit and I’m
aspired to bring that spirit to my everyday
challenges cause I believe success is an endless
pursuit to improve myself and how I play the
game. That is how I change my games.
“The generation hustle”
● Young male/ female athlete
and/or fashion conscious
individual from 16-34 Y.O..
● The trendy man or woman with
a wild and dynamic side
● Active/ Sporty lifestyle
● Moderate income
Offer both sports performance and
sport-style products.
Influence and
shape culture/
lifestyle through
the lens of sports
The unique roots in sport and heritage with
refined experience making fast product designs
for the fastest athletics on the planet for 70+ years

21. Strengthen the sports brand
position through partnership with
some of the most elite athletes
while to connect with the young
trend-setter, collaborate with
cultural and fashion icons.
PUMA x Celebrities
#NoMatterWhat
What are you training for?
- PUMA offers a sneak peek into the training
regimen of celebrity individuals undergo to
make sure they are on top of their game.
- PUMA pact (a consumer engagement platform
which guides consumers the tool and
motivation they would need in their
commitment) to inspire others to forget the
excuses and define their own motivation.
Extraordinary history of
innovations and designs continues
Pop star Rihanna - appointed as Creative
Director for PUMA Women Training released
first line of sneakers called Puma Creeper
and its extremely success making a positive
signal for female consumers.
CONTINUE FEATURING SPORT/
TRAINING PERFORMANCE
WORK W/ CULTURE
& FASHION ICONS
THE MERGING BETWEEN
PERFORMANCE & SPORT LIFESTYLE
PUMA IGNITE variant - PUMA’s most
responsive foam ever (high rebound
cushioning providing extra durability for
long-lasting performance)
PUMA SPARK variant - highly reacts with feet
movement, flexibility via NETFIT laces
technology .
It (winning the game) starts with a sparks of
creating sharp passing and creative shoots.
For uniquely skilled and the most dynamic
football player.

22. 06
ONITSUKA TIGER

23. STARTED FROM A HUMBLE IDEA: SPORT HAD THE
POWER TO TRANSFORM LIVES
help the youth
of Japan and rebuild a better future
playing sport was the best
way to unite people and connect communities.
REBORNED
AND REIMAGINED
BORN FROM
AMBITION
Onitsuka prided itself on a Japanese craftsmanship
combined with a timeless aesthetic
TO THE PRIDE OF A JAPANESE CRAFTSMANSHIP
WITH A TIMELESS AESTHETIC

24. CONSUMER
UNDERSTANDING
Millennials - “Retro is new modern”
Millennials live in the fast fashion era where there are
new trends everyday. Thousands of people wearing
the same items, then move on to the next trend.
Therefore, Millennials long for authenticity. They have
high regards for retro items - which have not followed
any trends since the era they were produced.
INSIGHT
“As a Millennials, wearing retro items gives me a sense of
distinctiveness. I want fashion items that gives me the feeling
of retro authenticity, yet can still blend well into the dynamism
of modern life.”

25. Unique, Playful, Artistic,
Creative, Empathic, Positive
● Functional: Crafted high quality
shoes with urban design styles
● Emotional: Bring the spirit of old
school sports to casual fashion
styles
The definitive Japanese sports
lifestyle brand in the fusion of
Japanese heritage and modern
“As a Millennials, wearing retro items
that gives me a sense of
distinctiveness. I want fashion items
that gives me the feeling of retro
authenticity, yet can blend well into
the dynamism of modern life.”
-
Progressive Youth - They are
authentic
Nike, Adidas, New Balance
Brand’s extensive legacy with
athleticism since 1949
Refined Japanese materials and traditions
Fusing the art of the East with the seductive
urban design styles of the West
The unique, Japanese eye for detail and
quality and the innovative mindset in
technolody and styles

26. BRAND KEY IS
DELIVERED VIA CAMPAIGNS
#MadeofJapan
A meter-long shoe to deliver the
promise that Onitsuka is made of Japan
and will continue to bring about the
Japanese heritage
NipponMade
Nippon Made collections are wearable
masterpieces for the feet. No 2 pairs are the
same. Uniquely handmade by Japanese
craftmen
CraftofMovement
A campaign to capture detail of
Onitsuka shoes in the dynamism of
modern life.
Celebrate and ensure
of Onitsuka’s
Japanese heritage
Guarantee
Onitsuka’s
craftmanship quality
Showcase Onitsuka
blending into
modern life

27. 06
BITI’S HUNTER
STREET

28. Biti’s Hunter is born to target
the mid-tier segment
3 main segments of
Vietnam shoes market
High Tier
Middle Tier
Price: 500.000 VND - 1.000.000 VND
Low Tier
Target Audience:
Direct Competitors:
THE CONTEXT
After 5 years, it’s time for Biti’s Hunter to expand
the market by competing with the lower price
brands in the high tier segment, which are Vans
and Converse
STRATEGIC
APPROACH
To go against Vans and Converse - who already established strong story
of authenticity and streetstyle, Biti’s Hunter needs to tell a different and
more relevant story to Vietnam youngsters

29. As a Vietnam youngster, growing up spending lots of
time on the street makes me realize that the streets
are part of my identities.
I want comfortable and authentic shoes to
showcase that “street identities” of mine wherever i
go so I can keep the spirit of exploring and
experiencing more .
THE INSIGHT
THE BRAND IDEA
Biti’s Hunter Street - VNese street inspiration
for endless experience of VNese youth

30. Unique, Playful, Proud
Authentic, Vietnamese, Signature
Active, Courageous, Confident
● Functional: Light and durable
shoes for street activities
● Emotional: Inspired from Vietnam
streets to show the local identities
within the youth
Street style shoes made of the
characteristic of Vietnam streets
As a Vietnam youngster, growing up spending lots
of time on the street makes me realize that the
streets are part of my identities. I want comfortable
and authentic shoes to showcase that “street
identities” of mine wherever i go so I can keep the
spirit of exploring and experiencing more.
Vietnam Millennials and Gen Z - Who
are aware and proud of their identity
which has a part of VNese street
Unbranded products, Street style
brands Vans, Converse
A brand “made in Vietnam” with
strong heritage since 1982
Quality and durable products
Affordable price
Bring out the VNese
street spirit in every
journey of the youth
Strong heritage in Vietnam shoes
market and deep understanding of
Vietnam cultures and identities

31. BRAND KEY IS
DELIVERED VIA CAMPAIGNS
#ProudlyMadeIn
Vietnam
A campaign to illustrate how Vietnam
street culture is authentic - they may
be imperfect but are made of Vietnam
youths and local identities
Nameless Edition x
Viet Max
A collaboration with Viet Max - one of
the most influencing street artists in
Vietnam
Collaboration with
#StreetLava
Co-create a cool check-in destination for
the journey of seeking experience of youth
Biti’s Hunter Street are made
of the proud inspiration from
the streets
A collection inspired
by the icon street
artist
A hub of street experience
for youth

32. THANK YOU!