Find Your North Star
Reclaiming North Star as a global symbol of self-expression for Gen Z.
THE CHALLENGE
North Star, an iconic heritage brand within the BATA Group, faced a significant perception challenge. While the brand held deep global roots, it lacked relevance with Gen Z and a place in culture.
BATA tasked Livity with a global repositioning to reclaim North Star’s status as a bold, rebellious sneaker brand, specifically designed to resonate with the fluid self-expression of the modern digital native across diverse international markets.
The brief was to move beyond transactional retail and build a meaningful connection with youth through inspiring storytelling and immersive brand touchpoints.
Multi-Market Brand Equity Launch spanning Colombia and Peru
Youth production teams of under 25’s built in-market to ensure local equity
High-Impact Creator Partnerships with global subculture icons
THE CULTURAL TRUTH
For Gen Z, a sneaker isn’t just footwear; it’s a compass for identity. We identified that the next generation is moving away from “fixed” identities toward a more fluid, plural and self-directed sense of self. They embrace the unconventional, mix cultural influences freely, and redefine value through creativity and authenticity rather than price or status. In a world that pressures them to conform, freedom lies in expressing who they truly are.
To win, North Star couldn’t just sell shoes; it had to champion the journey of self-discovery. We shifted the brand narrative from “reliable utility” to “individual exploration,” developing “Find Your North Star”; an empowering platform that encourages young people to trust their stylistic and cultural choices and create their own world. By centring the idea that everyone has their own North Star, we transformed the brand into a playground for self-expression, celebrating plurality and the power of being unapologetically you.
THE CO-CREATION
We delivered a multi-phased global production strategy that celebrated the raw energy of Latin America’s creative scenes. For the SS25 launch in Medellín, we collaborated with rapper Esteban Rojas and model/DJ Mareana, heroing the brand’s football and skate-inspired collections.
We then evolved the narrative for AW25 in Lima, Peru, spotlighting rising stars like Quechua rapper Renata Flores, K-Pop dance crew K-Vision, and fashion creators Causam.
Crucially, we ensured representation behind the lens was as rigorous as it was in front of it, specifically building our production teams out of under-25s from the region. By giving young directors, photographers, and stylists their first major global credit, we delivered a suite of key visuals, campaign films, and social assets that felt like a genuine snapshot of their respective subcultures.
THE IMPACT
The "Find Your North Star" platform successfully democratised sport-inspired lifestyle fashion, sparking a massive surge in brand affinity across Latin America and Asia.
By delivering a comprehensive suite of campaign materials from in-store activation concepts to talent-led digital content, we drove both brand engagement and commercial conversion.
The project proved that a heritage brand can achieve global scale while remaining hyper-local, showing that true authenticity comes from empowering the communities you are filming. We transformed North Star into a cultural pioneer that supports consumers in expressing exactly who they are.
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