Steve madden
Agency — King & Partners
The Challenge
Since its launch in 1990, Steve Madden has been a footwear and fashion renegade—always marching to its own beat. But as the brand evolved, its cultural edge began to soften in an increasingly fast-moving, trend-driven landscape. The opportunity was not to reinvent the brand, but to reignite what made it iconic in the first place.
The Solution
We redefined the brand’s strategy and positioning, grounding it in a bolder, more expressive point of view. A new creative direction and marketing approach led to the Fall/Winter 2023 campaign—a sharp expression of attitude and individuality. Deployed across CTV and high-impact out-of-home placements across New York City, the campaign reintroduced Steve Madden at scale.
A bold reset for a brand that never followed the rules.
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Through conversations with Steve and leadership, we surfaced a tension between where the brand came from and where culture is moving—and the opportunity to take back its edge.
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Defined a positioning rooted in attitude and cultural instinct to place Steve Madden in a category of its own.
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Concepted a campaign direction that connects the brand with its audience and turns that connection into momentum.
A sharper point of view.
A stronger cultural stance.
Led campaign strategy for The Perfect Pair starring Olivia Jade and Lori Loughlin, turning their dynamic into a social movement of pairs wearing Steve Madden.
Creative Team — Inii King, Bri Heu, Mekea Larson