Nokian Footwear Originals – a classic is reborn for autumn 2011
Press Release, June 2011
Starting in the autumn, the most authentic diamond products from Nokian Footwear will be grouped into a new Originals product group, which will include the Hai, Hai Frost, Finnjagd, Kontio and Kuura boots. The goal is to create a trendier, more stylish and even more original brand than before, and to build an image with international credibility for Nokian Footwear.
Nokian Footwear already has a strong position in the Finnish market. With this renewal, we are looking for growth in international markets, mainly in Sweden, Norway, Russia and Germany.
“In Finland, people have traditionally chosen their boots for practical reasons, but internationally the decision to purchase is based on fashion and style. Nokian Footwear wants to respond to this by clarifying the image of their trendiest products and elevating them into their own product group,” says Nokian Footwear’s Product Manager Päivi Laaksonen-Oivio. “A bold, Finnish attitude and a pinch of craziness give birth to a self-confident, world-class style, the kind that the renewed Nokian Footwear represents,” Laaksonen-Oivio continues. Along with the Originals product group the whole visual expression of Nokian Footwear will change in advertising, on the web and on product packaging. The renewal of Nokian Footwear has been designed by Helsinki design agency Kuudes Kerros. The promotional photographs were shot by fashion photographer Mikko Ryhänen of Kuvaamo.
Kontio – The authentic and original king of rubber boots, designed for Finnish feet. An assertively upright boot which suits the everyday climate and fills strict quality requirements. Colours: black, red and birch bark.
Hai – The great favourite among Finns, which has taken generation after generation by storm. Colours: dark blue, dark red, black and yellow as well as the new seasonal colours for autumn: pine and dark orange.
Finnjagd – The narrow-ankle and long-shaft timeless urban model that is light to walk in. This classic hiking boot has been updated with leather lacing and a metal logo and refreshed with new colours. Colours: wine and dark blue.
Hai Frost – A winter boot for snow, slush and frosty conditions. Hai Frost complements the classic Hai boot family by providing style-conscious consumers with the alternative they’ve been missing for the slushy conditions of winter. Colours: black and purple.
Kuura – A new Nokian Footwear product for fall, the Kuura boot is a short-shaft unisex ankle boot for urban and sporty use. Thanks to the short-pile fur lining, the Kuura boot keeps your feet dry even in colder weather, and the sole has good traction for use in snowy conditions. Colour: black.
The new items for autumn will arrive in stores in the beginning of August. For more information, contact: Export Manager Aija Viinamäki, Berner, firstname.lastname@example.org or tel. +358 207 91 4294