The American Sneaker Brand’s Ephemeral Activation was a Lesson in Smart Experience-Based Marketing
By Mark Wittmer
Led by creative agency The Lede Company, P.F. Flyers’ recent activation at Revolve Festival – the online retailer’s annual music and fashion spectacle that takes place alongside, but separate to, Coachella – was a lesson in capitalizing on cultural events and the symbiotic potential of boutique brands and retail platforms.
Earlier this month, P.F. Flyers announced a brand refresh which kicked off with a partnership on revolve.com, marking a significant step in the heritage sneaker brand’s expansion beyond DTC and into wholesale distribution. The first phase of the partnership includes the brand’s new Desert Adventure collection being sold exclusively through revolve, which came to life through the Revolve Festival activation.
With its blending of in-person experience, social media influencer marketing, and cleverly conceived visuals, the activation was a powerful way to reintroduce P.F. Flyers for a new generation of digital and style-savvy fashion fans.
Index
1 – Set the Stage
2 – Customize
3 – Gather and Capture
4 – Engage
5 – Key Takeaways
Set the Stage
The activation begins with a strong understanding of brand identity. P.F. Flyers is a historic brand with roots in the history of American athletics, and its visual language wisely yet playfully leans into this heritage. Vintage graphics, bright green and orange, and wavy checkerboard that channels both racing heritage and psychedelic festival style anchor the pop-up’s inviting visual presence.
Customize
Guests are invited to put their own spin on this iconic visual spirit with a special customization process launched exclusively for the Revolve Festival event. Festival-goers could customize their own pair of Flyers with festival and sportswear-inspired patches and charms.
Gather & Capture
Cleverly continuing the tried-and-true combination of physical activations and digital communication, a group of young style influencers were invited to participate in the activation. The stars were cleverly handpicked for their distinct personal styles, which showcases the versatility and individuality of the brand’s shoe styles, as well as their many followers, allowing these individuals to act as ambassadors between the in-person event and fans around the world.
Engage
In addition to the influencer boost, the experience is a strong way to generate organic media value. You didn’t really go to a music festival if you didn’t post dozens of Instagram stories about it, and the many music fans drawn in by the activation’s fun visuals and experience will draw further eyes to the brand through digital conversation.
“I’m excited for the brand to partner with Revolve to expand its footprint not only in the retail space, but in key moments including festival culture as well. We will also be debuting a new desert-inspired collection on Revolve to kick off the partnership, which pays homage to the P.F. Flyers classics that people have come to know and love, but adds a modern twist on the design.
– Lisa Lewis, Chief Marketing Officer at P.F. Flyers
Key Takeaways
The activation demonstrated a strategic blend of offline engagement, influencer marketing, and visual appeal, reintroducing P.F. Flyers to a digitally-oriented audience. Grounded in a solid grasp of brand identity, the bones of the initiative combined nostalgic aesthetics with modern flexibility, allowing festival attendees to personalize their sneakers, providing a strong foundation from which to expand digitally. Through a diverse influencer lineup, P.F. Flyers expanded its reach and resonated with a broader audience. The event’s immersive experience facilitated genuine interactions and sparked organic social media traction, bolstering the brand’s online presence.
A smart way to announce the brand’s expansion to a broader retail stage, P.F. Flyers made the most of festival season.