Early-trend adopters are discovering Rocket Dog, thanks to a new marketing push at the brand.
Owner Top Pick Global has established a social media team that is focused on partnering with college students in the U.S. and online influencers here and abroad as it looks to attract younger consumers.
UCLA is the brand’s first college partnership, according to Christine Kayayan, who heads up U.S. marketing and has social media oversight. Seven athletes were signed as of July: Jada Duncan in swim and diving, Kacey Ly in golf, Julia Molnar in soccer, Sydney Barros in gymnastics, Sally Perez in beach volleyballs, Tiana Sumanasekera in gymnastics and Marianna Singletary in volleyball,
“These girls are excelling in their sports. They’re role models for their peers, and they will be using their social media platforms to showcase Rocket Dog styles,” said Kayayan, explaining that the athletes might be wearing Rocket Dog shoe on their way to and from practices or games.
Kayayan works with the design team each month to curate a lookbook with selections that influencers can choose from. “I have found that this has been really successful because they feel more special,” she said. “The look book gives them a direction, seasonwise.”
The U.K. team also uses the “choose your product” approach when working with influencers. “You learn what’s good and bad, and you get loyalty because you give them a product that they actually like and want. There’s a lot more chance [of them] wearing it beyond just a photo shoot,” said Mike Routledge, general manager of Rocket Dog Europe.
Sam West, who heads up marketing and partnerships for Rocket Dog in the U.K., has found that younger consumers are seeking out the “original styles from years and years ago.” These styles include the Trumble biker boot and the Divers and Crushers, two popular Y2K-style women’s platform wedge flip-flops that come in various heel heights.
“With this 30-year anniversary, it’s about looking back at our heritage [and] using that as a springboard to bring it to the new customer as well,” West said.