Kickers — Wear It Loud
UMA gave Kickers its culture moment back. Two years, a sold-out collab and a whole new generation wearing the brand. The partnership paid for itself many times over.
— Kickers
Kickers needed to reignite cultural relevance with Gen Z urban music audiences and translate nostalgia into fresh demand and new retail clients.
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DISCOVER KICKERS
Wear It Loud
Partnership Objective
Relaunch the iconic Kickers brand with a new generation of urban music fans and drive a sold-out limited collaboration across two consecutive editions.
UMA Strategy
UMA positioned Kickers as Official Footwear Partner for two consecutive editions, pairing a nominee ambassador programme with a limited UMA x Kickers collab and a schools and colleges tour.
Activation
Official Footwear Partner for two editions; Kickers nominee ambassador starring five emerging artists; limited UMA x Kickers custom boot that sold through in 72 hours; 14-stop schools and colleges tour with live performances; in-store listening parties tying music drops to footwear launches.
Audience Reached
UK broadcast, livestream, schools tour and social audiences aged 14-24.
Media Coverage
Featured in NME, Mixmag, The Face, BBC Radio 1Xtra and across urban music press, with the sold-out collab generating organic hype content.
Campaign Outcomes
3.1 million audience reached; 41% sales uplift on the Kickers core range during the campaign window; the limited UMA x Kickers boot sold out in 72 hours with a 600% resale premium; 9,200 new retail stockist enquiries and 18 new independent clients onboarded.