In 2016, the conservative image of Geox, delivered to representatives from the distribution company, contradicted international positioning and required a radical change. Geox is an Italian brand that creates fashionable and technologically savvy footwear and outerwear, and this is exactly the message the brand wanted to fix in the minds of its Russian customers.
Geox was founded in Montebelluna in 1992 by the tireless experimenter and successful businessman Mario Moretti Polegato.
The company owns about 40 patented solutions which provide shoes and outerwear with breathable, waterproof, and protective qualities.
For many years, the creative director for developing women's footwear was Ernesto Esposito, previously of Louis Vuitton, Sergio Rossi, Chloe, and Marc Jacobs.
Geox has its own research and experimental laboratory in which new materials and technologies are developed. In 2018, around 15 million euro were spent on innovation.
Since 2018, Geox has been the title partner of the American team Dragon in Formula E, and creates equipment for its pilots and instructors.
The Geox ecosystem in Russia presents a selection of traditional and new channels. Geox is expanding its information field, developing social representations and interacting with opinion leaders, stars and consumers through a variety of events, including music festivals, client days and press events.
Today, Geox is one of the leaders regarding the quantity and quality of references in print media among shoe brands.
January 2016 — December 2019
Total number of PR references
Geox regularly holds seasonal events in Moscow and Milan, to which it invites media representatives and opinion leaders.
Gala dinner with Geox's creative director
During his visit to Russia, Ernesto Esposito met with the editors-in-chief of fashion and lifestyle publications and held a master class on how to prepare a Neapolitan dinner. Interviews with the designer were published in many magazines.
"Professionalism, pursuit of the best results, and a deep immersion in the client’s business are what distinguish Upside. We have been working with the agency for four years and trust them beyond a doubt with a wide variety of projects. Their colleagues successfully manage several areas on an ongoing basis and organize all our client and PR events. With a partner like Upside, we can easily and powerfully move forward to reach new heights!"