Schuh, a brand renowned for challenging convention, faced a pivotal moment to redefine its role in a consumer landscape driven by bold, disruptive ideas. We saw an opportunity to champion those who reject the conformity of mainstream sports style, positioning Schuh as a cultural icon and the go-to destination for individuals who celebrate self-expression and individuality.
Our vision was to establish Schuh as a creative powerhouse: culturally fluid, inclusive, fashion-forward, proudly progressive, playful, empowering, and relentlessly driven by creativity. Collaborating with Stephanie Legg and the Schuh team was a true privilege—one of the most open, collaborative, and forward-thinking groups I’ve had the pleasure of partnering with. Their unshakable commitment to individuality and self-expression made bringing this proposition to life an effortless and inspiring process.
Schuh has always embodied a distinctive energy, and we’re excited to see this resonate with consumers. It’s been an honor to embark on this journey with the Schuh team and our friends at Zak.
