Going Clubbing With Cole Haan

Why the 84-year-old fashion label decided to go digital and downtown

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It’s a good thing that Cole Haan footwear comes with Nike’s comfy Air cushioning, because Ivan Wicksteed has been on his toes lately. Since taking over as CMO nearly a year ago, the dynamic marketer hasn’t just given the 84-year-old brand the youth treatment, he’s moved its advertising away from print to social media and event-based marketing. Last week, Wicksteed cooled his heels just long enough for a sit-down with Adweek.

Adweek: When you signed on as CMO nearly a year ago, what, in your view, most needed fixing?

The biggest thing that needed attention was a focus on the brand itself, its DNA.

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