Kickers launches new campaign as it rolls out updated ‘Kickers Classics’ identity

Classics are forever, but occasionally are in need of a reboot. So footwear brand Kickers is “stepping into a new era” to bring its Classics brand into full retail view with a new campaign and an updated version of the Kick Hi 75, launching from 9 September.

To spearhead the just-launched campaign, it’s chosen British DJ and producer Eliza Rose to bring “five decades of Kickers culture to life”, as Kickers Classics “places its influence across music, style and British youth culture firmly at the forefront”.

Tying “adult silhouettes, elevated collections and collaborations together under one fashion-focused identity”, the brand says: “Kickers has never belonged to one era or scene. From David Bowie, Elton John and Roger Daltrey in the seventies to Haçienda-era acid house, Madchester, Britpop and grime, its shoes have been repeatedly adopted by musicians, ravers and creatives.” 

That history is bought to life in the first Kickers Classics campaign, produced by cult vintage institution Wavey Garms and starring Rose.

Set across a British high street, the film follows Rose through “the people and subcultures that have shaped the Kickers story”.

In it, emerging grime star Jayahadadream “argues with a Haçienda-era Mancunian raver over which genre reigns supreme, bringing grime and acid house face-to-face.” 

Also, David Schaal (best known as Jay’s dad in The Inbetweeners) “delivers a string of cockney one-liners from a market stall”, while the Brit Boys, soon-to-be Brit School graduates, make their campaign debut, “performing a TikTok dance in the full Kick Hi 75 collection.”

Featuring further appearances from celebs Rich Evans, Silva Snipa, Sports Banger and more, the campaign “brings Kickers’ past and present together in one unmistakably British world”.

And the new version Kick Hi 75? We’re told it’s more than just a remake, becoming an “elevated evolution of the original 1975 Kick Hi and the first hero product from Kickers Classics.”

Launching in Red, Black, Navy and Tan, it “combines the spirit of the original with considered advances in materials, construction and comfort… taking a classic into a sharper adult fashion space while remaining unmistakably Kickers.”

It’s priced £120 via kickers.co.uk.