How to successfully break into a new market — the Super way
From a leading position in safety footwear to a bold move into the lifestyle market: with U.Lite, U-Power changes pace. And we signed a campaign that breaks the mold, bringing a new way to experience comfort. Because with U.Lite, comfort becomes a superpower—one that improves your day, one step at a time.
2025
CREATIVITY
Stand out in lifestyle without losing brand leadership.
In the overcrowded sneaker market—where looks rule—standing out means focusing on what truly matters: comfort. Our challenge? Guiding U-Power into the lifestyle space, turning its technical credibility into a fresh, relevant way to experience everyday well-being.
We turned the brand’s core strength—comfort—into a clear, powerful narrative: Suuuuuper comfortable. With a playful, distinctive tone, we built a multi-channel campaign around a superpower that changes your day. A concept designed to make U-Power’s lifestyle debut both memorable and meaningful.
A 360° campaign across TV, print, OOH, and social.
We brought the superpower of comfort to life through a TV spot with a humorous, memorable tone—supported by a print and OOH campaign featuring the heroes in action. The Suuuuuper comfortable concept extends to social media, with engaging content to reach new audiences and boost brand awareness. An integrated, consistent execution across every touchpoint.
Suuuuper results.
The campaign, on air for only 4 weeks, reached its target audience, coming to position the brand in the lifestyle market.
