Launching Regatta footwear in the UK required a great deal of legwork from Clear to determine the appropriate strategy. Traditionally, most footwear and clothing brands had been aimed at the more serious, heavy duty end of the market. We recognized that there was huge growth potential for Regatta in the casual, every day walker who may simply enjoy a stroll along a canal towpath or in a country park at the weekend. First, we developed the positioning line ‘fresh air clothing’ to establish Regatta footwear and clothing as the ideal choice for the great outdoors. Then we followed a series of clothing ads with a footwear branding campaign. The footwear range included a number of high performance features which made it suitable for both casual rambling and more heavy duty wear. We identified two key target areas – the serious walker or hiker category and the weekend leisure market, adopting a technical approach to convey the key performance characteristics. The result? Sales greatly exceeded the client’s expectations throughout the launch period and placed the brand on a firm footing for the future.