Hush Puppies has always been very tactical in their choice of partnerships and their recently successful venture with McDonalds speaks volumes about it. It is a brand that relates to all demographics and the prove of it is in their diverse collection. From young kids to mature adults, everyone can find a comfortable fit for themselves. So, what could Hush Puppies do to further penetrate the market? They made PeshawariZ!
Adding to the mix of a great product idea is the perfect marketing strategy. Cricket is a well-loved sport throughout the country and with PSL, the sports entertainment and advertising world combine to form a marketing powerhouse. Hence, Hush Puppies chose PSL to advetise their latest products.
Going back to their roots in Peshawar, when one thinks of the style and fashion of the region, the first thing that comes to mind is the Peshawari chappal. An important part of this culture of, Peshawari chappal is revered by a lot of local and international brands. This is the reason why when Hush Puppies initiated a partnership with Peshawar Zalmi and introduced PeshawariZ, it aimed at bringing style, comfort, and most importantly, the Peshawari culture in the mainstream.
While a lot of Hush Puppies designs are influenced by western styles, the brand also has always voiced its support for the local artisans and style choices. With their PeshawariZ being a key part of the Har Qadam Hai Zalmi anthem video, everyone can clearly see in the visuals, the variation of style Hush Puppies has brought out. The song that has been performed by Farhan Saeed and Fortitude, featuring cricket superstars like Wahab Riaz, Hussain Talat, Usman Qadir, the product placement is a bold, yet affective move. This means it can relate to everyone, just like their demographics.
With people young and old, men and women shown in the video wearing PeshawriZ with a range of outfits, Hush Puppies has established their latest collection as a fashion statement. To add to that, they have presented the different ways you can rock your new PeshawriZ. There are several scenes in the Peshawar Zalmi anthem video that depict its usability, a man playing cricket wearing the PeshawariZ sandals, man painting a truck, women enjoying the song; all of them in either traditional, Pakistani or western attire.
Of course, with the product being so stylish, one has to give credit to its manufacturing process. Thanks to its design that has been executed with using genuine leather top and extra cushioning in the sole to provide maximum comfort and flexibility to the wearer. Features like these in a shoe make them highly wearable and durable.
The marketing tactic of partnerships like these is a global one and a lot famous fashion labels partner with a mainstream entertainment medium to bring in more crowds to their stores. Hush Puppies may have followed a similar suit but the execution of it points to a huge increase in sales. PeshawariZ are a perfect product to be advertised around Peshawar Zalmi, and has brought to light a style that was once restricted to just one Pakistani region.