To mark the launch of the Noiz, its new lifestyle sneaker, Supra, which was recently acquired by K-Swiss Global Brands, is introducing its first print campaign.
This story first appeared in the August 12, 2015 issue of WWD. Subscribe Today.
Titled, “Always on the Run,” the ad features skater Boo Johnson wearing the Noiz. The print campaign, which will kick off this week, coincides with a microsite and an Instagram initiative where Supra ambassadors, including photographer Humza Deas, Australian street artist Meggs, filmmaker Sergi Castellà and chef Michael Voltaggio, create their own branded content. Fans can submit photos and videos using the #AlwaysOnTheRun hashtag and the handle @SupraFootwear for a chance to win the Noiz sneakers or a free trip to New York.
“There is no one that’s more of a creative and independent spirit than the skateboarder,” said Robert “Cape” Capener, Supra’s brand president. “They are constantly on the move and have an insatiable curiosity about what’s around the corner.”
According to Capener, this campaign marks the beginning of a much larger 2016 plan, which will include celebrating the company’s 10th anniversary and a larger global push. And despite the change in ownership, Supra’s ethos remains the same, Capener said.
“From day one, we’ve said that Supra was born from skate and we are going to stick with the brand DNA, which is skateboarding,” he said. “We’ve been given a high level of autonomy to charter our own course and dive deeper into the skate scene.”