Sperry is transforming and targeting a wider audience through modern designs, launches, collaborations, and a new brand platform.
“We are respecting and celebrating the heritage and at the same time becoming more fashion forward and modern. We have a lot of opportunity for some great storytelling to engage with the brand,” said Cousins.
Sperry, based in Waltham, Mass., will be involved in beach cleanups and other clean water initiatives this year through a partnership with Waterkeeper Alliance, a large nonprofit. Sperry has also partnered with PFLAG, a national organization supporting the LGBTQ community, and Claima, a podcast supporting entrepreneurs of color.
In September 2021, Sperry launched a collaboration with Rebecca Minkoff, blending the designer’s downtown New York City aesthetic with Sperry’s classic styles with a studded black platform boat shoe, and a high-top sneaker in a choice of two animal prints which coordinated with Minkoff’s collection. There will be a second drop this spring featuring the studded platform boat shoe in white and high-top sneakers in three colorways.
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