Craftsmanship Meets a New Generation
Founded in Denmark in 1963, ECCO has built its legacy on premium craftsmanship, comfort, and innovation. Known globally for its high-quality materials and in-house leather production, the brand has long been a benchmark for technical excellence in footwear.
But as fashion became faster and more expressive, ECCO’s understated aesthetic risked being overlooked by younger audiences. The challenge wasn’t about product, it was about perception. To stay relevant, ECCO needed to show that timeless design and modern style could coexist.
To bridge that gap, ECCO set out to reframe its image through creator-led storytelling and balancing timeless craftsmanship with modern, expressive style. The goal was clear: make ECCO feel as current as it is classic
Reasserting Style Relevance Without Losing Heritage
ECCO’s reputation for comfort and craftsmanship was unmatched, but for younger consumers, the brand’s story had grown quiet. In a market driven by expression and speed, ECCO needed to prove it could stand for both quality and contemporary style.
The goal wasn’t to reinvent what made ECCO iconic. It was to translate that craftsmanship into a language younger audiences would connect with: emotional, expressive, and rooted in culture.
As part of that shift, ECCO set out to:
Reignite brand relevance with younger, style-conscious consumers- Balance heritage and modernity across every creative touchpoint
- Build an always-on creator program that felt consistent, credible, and scalable
- Drive engagement, reach, and positive sentiment across key European markets
That meant moving away from traditional campaign bursts toward an ecosystem of creators who could bring ECCO’s story to life, through fashion, emotion, and authenticity. The team partnered with Kyra to make that happen.
Reintroducing ECCO Through Creator-Led Storytelling
Kyra designed and ran ECCO’s always-on creator program. This included a structured, scalable system built around consistent monthly briefs and platform-native storytelling. Each wave centered on a distinct creative hook designed to connect craftsmanship with culture.
At the start of the program, we launched “Shoecam,” a day-in-the-life POV series spotlighting ECCO’s Metropole and Sculpted Heel styles in motion. “These Shoes Are the Main Character” followed, shifting focus to fashion-first storytelling that positioned ECCO’s footwear as the outfit’s hero. To close the loop, “That New Shoe Feeling” tapped into emotion and self-expression, capturing the instant confidence that comes with a fresh pair of ECCOs.
While the creatives did what they do best, Kyra’s platform streamlined every stage of production, from creator discovery and approvals to content optimization and amplification. This ensured the program could scale efficiently across regions while maintaining consistency, authenticity, and a strong creative pulse.
“It’s been phenomenal working with Kyra, leading the charge in the creator economy and pushing the boundaries of what's possible!”
Reigniting Engagement and Relevance Across Europe
The always-on creator program exceeded expectations across reach, engagement, and sentiment, proving that authenticity drives both cultural and commercial impact.
The program delivered:
- 7.1M views
- 30+ creator assets tailored to monthly creative hooks
- 6% average engagement rate
- 4x ROI
- 95% positive sentiment
The program was an essential part of reframing ECCO’s position in culture, showing that craftsmanship and creativity can coexist and that timeless design still has a powerful place in modern wardrobes.