Create an unexpected collaboration for Clarks' Wallabees.
The majority of Clarks releases have been collaborations with fashion, art, or streetwear brands. Our Goal: release a product that heightens brand visibility and recognition for Clarks' Wallabees.
"The Wallabees are a staple among those "set-apart" by society. These shoes are made for innovators, by innovators. To some, the shoes offer more than just a sole. It allows them to express themselves and make a statement. When it comes to collaborations, Clarks has primarily stayed in the lane of culture: fashion, music, or artistry. But there hasn't yet been a release in the social and political space that truly pushes the envelope.
Create a socially conscious shoe that makes statement. A large part of this strategy was being able to create a space that was missing in Wallabee shoe releases; ones that address social and political issues. One of the underlying issues the country faces today is Oppression, which we see play out through inequality, racism, and discrimination. All of these factors have played their part in the plight of many black Americans today. This new Clarks release seeks to combat all of these elements through black empowerment and positivity. The plan is to collaborate with an artist who can best represent the black community by being able speak to those social issues.
This product design will feature the Classic Black Suede Wallabee boot. The release is set in 2020. The overall theme of this shoe is "Black Excellence." It will be commemorating Kendrick Lamar's 5th anniversary of "To Pimp a Butterfly." The themes covered in TPAB include oppression, racism, institutionalization, black uplifting, and much more. This release focused on black excellence, in the wake of not only the BLM protest in 2020, but also the need for black images of positivity. The shoe will feature social and political figures such as Kendrick Lamar, Colin Powell, MLK, and many other current figures. The name will be on the box as well as in the shoe and show a sub-theme such as "Strength" along with a symbol, quote, or words written on the heel of the shoe. The promotion of the shoe will be done through social media and through online press publications.