Why Cole Haan Partnered With Slack to Make a Pandemic-Era Shoe

It's a nod to creativity—but also the latest step in a bid for younger shoppers

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

Like an estimated 638,000 other corporations out there, Cole Haan uses the instant-messaging app Slack to do what it does—which, since 1928, has been designing stylish footwear suitable for the office.

Of course, many white-collar professionals have been absent from the office for a good six months now, a fact that’s been a kick in the shins for the dress-shoe segment, which suffered losses as high as 70% this summer, according to NPD. Fortunately for Cole Haan, it’s no longer just a dress-shoe brand.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in