MARYJANE
Directive: Navigate the "Scale vs. Authenticity" paradox for an iconic women’s heritage skate brand. The challenge was to reposition the brand for the high-volume casual footwear market without eroding the authentic subcultural roots that provided its core legitimacy.
Strategy: Realigned the brand narrative to embrace its deep-rooted skate DNA as a primary driver of global fashion trends rather than a niche constraint. By establishing a single, authoritative language of urban mobility, the strategy transitioned a specialized equipment provider into a culturally relevant influencer of broader lifestyle trends.