Footwear giant Bata is marking a significant milestone with its 130th anniversary, launching a new brand campaign titled “Make Your Way.” This campaign signifies both a tribute to Bata’s rich heritage and a strategic move to rejuvenate the brand’s image, targeting a younger, fashion-savvy audience while staying true to its foundational values.
The “Make Your Way” campaign highlights Bata’s commitment to merging style, comfort, and affordability, aiming to resonate with contemporary consumers who value both fashion and function. Sandeep Kataria, Bata’s Global CEO, stated, “This campaign is about inspiring self-expression and confidence. At Bata, we create shoes that accompany consumers as they carve out their own paths in life and pave the way for their future.”
As part of its strategic vision, Bata is repositioning itself with the tagline: “Stylish, comfort-enhanced, affordable shoes for every side of you to make your way.” This initiative seeks to engage today’s fashion-conscious consumers and broaden Bata’s customer base. The campaign will be rolled out through Bata’s primary labels: “Bata,” “Bata Comfit,” and “Bata Red Label.” This strategy aims to distinguish Bata as the major high-street footwear retailer authentically addressing ‘Every Side of You’ with its heritage-rich brands, covering various aspects of consumer life, including dress, leisure, and sport.
The global campaign, crafted in collaboration with agency &Rosàs, will feature a multi-faceted approach including media investments, in-store storytelling, and an overhaul of Bata’s e-commerce and social media strategies.
Additionally, Bata will launch special initiatives as part of its 130th-anniversary celebrations. A highlight of these efforts includes a new edition of women’s ballerinas, which will be introduced in September across Europe. This special edition aims to support women in ballet and dance, fostering participation from diverse backgrounds and assisting those facing economic challenges. The new ballerinas are a modern take on the Batovka, a pioneering shoe first released in 1897, which embodied Bata’s early commitment to quality and affordability.
The “Make Your Way” campaign represents a significant evolution for Bata, blending the company’s historical legacy with contemporary style and social responsibility. As Bata continues to celebrate its long-standing tradition, it also embraces a future that honours both its heritage and the needs of today’s consumers.
