Etonic promotional graphic with Marathon Runner


Etonic is committed to advancing the performance, durability and comfort of its footwear, apparel and accessories in every category. With a 150 year heritage of innovation in golf, running, basketball, tennis and performance walking footwear, Etonic is deep in the development of its next generation of products with a commitment to the highest standards of performance and style.

Spil Creative was contracted to re-position the brand and develop it’s visual language for it’s 2014 re-launch. The project was driven by a digital first approach with corresponding elements and messaging spiraling out from that central focal point.

Our Tasks

  • Positioning
  • Creative Direction
  • Visual Language
  • Literary Tone
  • Messaging
  • Touchpoint Design
  • Web Development


We were presented with the opportunity to reposition a classic American brand as a trend leading fashion staple within a market segment dominated by mass-market brands. Our solution links Etonic’s first-mover history with innovation to American exceptionalism.

Etonic Footwear

Etonic® champions American achievement and confidence while combining innovation and design intelligence to produce athletic footwear that adheres to the highest standards for the most discerning athletes.

Within days of launching the ‘mash-up’ video produced by Spil© Etonic was able to secure distribution with major retailers such as Barney’s New York and specialty sneaker boutiques Packer Shoes and BAIT.

Consumer Insights

Industry Data

(All data as of September 2013)

  • The core running brands (Asics, Brooks, and Mizuno) all had a solid September, up in the high singles.  Saucony had a small decline.
  • Sales on the internet grew in the mid-teens and represented more than 10% of sales in the retailers we measure.
  • Sales of Running shoes (the largest category) grew in the high singles for September

Market Share

Under Armour