Strellson unveils new marketing strategy

By

Olivier Guyot

Published
Sep 13, 2016

Strellson has presented a new man via a film released on social media. The campaign is called "Make yourself unstoppable". Dressed in the Swiss brand's clothing, a young, thirty-something meanders uninhibitedly through the streets of an unidentified city, faced with a series of bizarre people and events. And, it's all played out to a cover of Queen's "Don't Stop Me Now".

It's a new approach for the menswear brand. "Strellson dares to completely change its marketing strategy. Before, the photographer was in charge of producing campaigns, but now it's the director who's at the forefront. The director oversees the central idea of the campaign, while the photographer captures moments in the background," explains Mehmet Arici, marketing director at Strellson.

The concept was created by the Serviceplan Campaign X agency with the direction being the work of Berlin's Wolf & Lamm.

For the brand, the decision reflects a choice made last year to unify its premium and sportswear lines, as well as review its corporate identity as of autumn/winter 2016.