Start-Rite Shoes reveals new brand identity and product designs

Start-Rite Shoes has helped children explore in comfort and confidence for 226 years. We’re proud of our specialism and proud of our heritage. And we have spent the past year challenging ourselves to go even deeper – in our understanding of children’s growing feet, in our insight into how they live and move today.

The result is a new brand and product strategy anchored in the belief that the best children’s shoes should help them move freely. We’re here to remove worry for parents and remove barriers for children.

With shoes designed around the latest thinking in children’s foot health. With shoes designed around specific needs rather than one-size-fits-all. With shoes that will endure whatever children put them through.

Research has reinforced with us how vital freedom and discovery are for children’s learning and development. It has also shown how this freedom can be compromised by today’s non-stop, hyperorganised lifestyles – and by parents’ constant juggling act as they manage time, resource and the needs of multiple children.

The new positioning is designed to place the child centre stage – driving new areas of product development based on how children move today. And underpinning a warmer, more dynamic personality for the brand.