• by Sarah Mahoney  @mahoney_sarah, August 3, 2018

Shoe retailer Aldo is introducing “Get Ready,” a new campaign focusing on the way its core customers feel when they’re about to embark on any new adventure, from jumping out of airplanes to acing a work presentation.

The campaign grew from research into its core 21-to-35 customer base, says Adam Starr, vice president of global brand development and strategy for the Montreal-based shoe retailer. “When it comes to getting ready for that fun, exhilarating butterfly moment, they want to be ready,” he tells Marketing Daily. “That applies whether they’re going to a big sporting event or a show, or just out with friends for the evening.” Get-ready rituals, from prep checklists to favorite playlists, are part of the process.

The launch ad focuses on the concept of skydiving, highlighting its Mx casual sneakers (photo above). But the “Get Ready” platform will continue to evolve, focusing on different shoes, styles and moods. Created by ad agency Wednesday, the effort is set to break next week and includes advertising, social media, geo-targeted digital, online, mobile, in-store and out-of-home, with an especially strong billboard presence in New York. “And we’re putting a lot of emphasis on customer engagement, including a content partnership with Refinery 29, which will run all the way through to Black Friday.”

It’s no accident that Aldo is kicking off with a snazzy sneaker. Consumer enthusiasm for comfier shoes continues to reshape the retail landscape. “Performance footwear continued to struggle in the second quarter, as all of the market’s energy is in sport lifestyle,” writes Matt Powell, NPD’s senior industry advisor, sports, in his new analysis of second-quarter sales. “Athleisure has taken over the athletic footwear market, and I do not expect the performance categories to improve anytime soon.”

He says fans are still keen on retro footwear, benefitting smaller brands like Fila, Puma and Reebok, but that growth there is slowing. And comfort drove fashion footwear results, too, dominated by slides, mules and clogs.

Aldo’s Starr agrees that the preference for casual kicks isn’t going away. “We continue to believe in athleisure,” he says. “Customers are looking for a silhouette that can carry them through their day, maintaining a high fashion sensibility with simple choices. People like knowing that they can wears shoes like these with a jeans, a tuxedo or a pair of shorts and still look good.”