Hi-Tec Sports is launching a new storytelling campaign for 2014 that highlights its revolutionary Big-Fit System - a volume adjusting technology - which allows its kids' shoes to grow with its wearers.
"The Evergrowing Monster is a fun, light-hearted campaign that tells the Big- Fit System story in a way that engages kids and retailers alike," said Ed van Wezel, Global CEO of Hi-Tec Sports. "As a family business, kids are close to our hearts and daily lives, and we are excited show off that fun side of our brand."
To bring the Big-Fit System to life, Hi-Tec commissined a Disney illustrator whose background includes illustrating for Disney for 15 years, plus Radio Times, Longmans, Anglia Young Books and Penny Publishing to create a character based on an often-used, playful description of kids: "little monsters." The resulting character, the Evergrowing Monster, will be featured throughout this robust in-store and digital marketing campaign, which includes point-of-sale materials, an in-store shoe sizing mat, consumer brochures and online material.
The Evergrowing Monster is also the star of the children's storybook written and published by Hi-Tec for its young customers, The Evergrowing Monster with His Evergrowing Shoes, which tells the tale of a monster who can't keep up with his growing body.
"We are delighted with our illustrator's creation. The Evergrowing Monster is playful and highly appealing, and embodies the spirit of our company," said Ian Little, USA Marketing Manager at Hi-Tec Sports. "We are excited to introduce him to our retailers and young customers in 2014, and look forward to phase two of the Evergrowing Monster campaign, which will see the characters and story evolve onto the digital screen."
The Big-Fit System is based on a removable contoured insole that provides volume adjustability. When new, the child keeps the detachable green insole in the shoes. As the child's feet grow, the insole can be removed to increase the shoe size by approximately a half size. This technology, unique to the Hi-Tec brand, is featured in all kids' hiking boots and multi-sport shoes. Noted van Wezel, "As parents ourselves, we know that it's challenging to keep up with growing kids. The average life span of a kid's shoe is just six months. Thanks to the Big-Fit System, our shoes last longer, saving parents both time and money."
