NEW YORK--Charged with establishing a global identity for the one-year-old Boks brand, Ammirati & Puris' first work for the casual shoe line aims it squarely at the twentysomethi" /> Boks: dress threads <b>By Alison Fahe</b><br clear="none"/><br clear="none"/>NEW YORK--Charged with establishing a global identity for the one-year-old Boks brand, Ammirati & Puris' first work for the casual shoe line aims it squarely at the twentysomethi
NEW YORK--Charged with establishing a global identity for the one-year-old Boks brand, Ammirati & Puris' first work for the casual shoe line aims it squarely at the twentysomethi" />
NEW YORK--Charged with establishing a global identity for the one-year-old Boks brand, Ammirati & Puris' first work for the casual shoe line aims it squarely at the twentysomethi" />

NEW YORK–Charged with establishing a global identity for the one-year-old Boks brand, Ammirati & Puris’ first work for the casual shoe line aims it squarely at the twentysomethi" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "">

Boks: dress threads By Alison Fahe

NEW YORK--Charged with establishing a global identity for the one-year-old Boks brand, Ammirati & Puris' first work for the casual shoe line aims it squarely at the twentysomethi

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“What we need to do is to get a brand established,” said Steve Fireman, president of the Boks division of Reebok International.
In March, Ammirati won the $8-10-million account, which had been at Toth Design in Carlisle, Mass.
“What we did was to more clearly define our target audience as 18-to-29 year olds,” said Jens Bang, Boks’ vice president of marketing.

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