Springett targets kids in the sports shoe war

Springett Associates has created new brand positioning for a children’s trainer brand, to broaden its appeal from sports to general activities.

CICA is the only trainer brand designed specifically for children, says client brand manager John Parkinson. “It seems far more sensible to market them as all-round action shoes rather than as sports shoes,” he adds. The shoes are sold through Clarks shoe stores.

Springett has tweaked the logo and created point-of-sale material in time for the school market, and is now working on packaging, says senior designer Mark Tuck.

Springett managing director Peter Green says: “Point-of-sale is to shoes what packaging is to other products. It is the primary persuader in-store – particularly for children.”