That’s More Like It from Rothy's

Rothy’s has been rapidly expanding its national business, growing its customer base, opening new stores and expanding its product lines to include multiple styles for both women and men.

Rothy’s has one thing going for it that not every brand can claim: a totally obsessed fan base. Over 1 million customers have purchased Rothy’s after being recommended by a friend. Then once they make their first purchase, they have to have more, 40% of Rothy’s customers own more than one pair and 10% own more than five.

Now, leveraging the success from the word of mouth community building that first put Rothy’s on the map and in millions of closets, the brand tapped creative agency YARD NYC to craft its largest brand campaign to-date.

ROTHYS – Imagine what a shoe can do

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Agency Yard/New York

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Agency Yard/New York

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The campaign titled That’s More Like It personifies “The Rothy’s Effect,” an interpretation of the feelings and emotions that the shoe gives you when you first try it on. The Rothy’s Effect demonstrates the transformative power that the brand has to lift up both the consumer and the world at large.

The tagline “That’s More Like It” explores the abundant joy and optimism that comes from wearing Rothy’s and the visuals suggest a reinterpretation of the brand’s graphic world of clean sophistication through a modern joyful lens. We live in more natural outdoor spaces to allow for authentic, emotional storytelling. It captures the freedom, grace, spontaneous motion, and the downright delight that is at the core of Rothy’s.

The campaign debuted on May 15 during the Billboard Music Awards and broadly launched on May 16 across broadcast, digital, paid social, OTV, and in store, followed by OOH placements and print advertising later this year.