Ukrainians rebranded Courir in Azerbaijan

Background
French franchise Courir successfully operated in the Caucasus market for several years but decided to end their cooperation. The owners in Azerbaijan, who understood market needs and valued quality footwear, decided to continue delighting residents with authentic sneakers. However, store shelves and media space were already saturated with well-known brands that had been communicating with consumers for decades. So it was necessary to create a brand that would immediately attract the attention of Azerbaijan's fashion-trend-conscious audience and could compete with global players.
Objective
Launch a lifestyle sneaker brand that would quickly win the hearts of consumers in the Azerbaijani market and create a new category of perception of sneakers as an integral part of everyday life.
Solution
Footmark unites sneakers and life stories. The brand strategy was based on emotional positioning: Sneakers are your life. We moved completely away from the athletic perception of sneakers and, instead, showed that they are an everyday participant in our lives—from weddings to space flights.
Insight: sneakers have become an element of self-expression and lifestyle—giving yourself permission to wear sneakers in various life situations, not limited to just sports or leisure. When you and your sneakers harmoniously complement each other in any situation.
This idea was embodied in the brand name Footmark and the slogan Sneakers are your lifestyle. The corporate style of the new brand has an elegant, modern logo that immediately makes it clear this is a foreign brand—an important aspect for the Azerbaijani market.
The main graphic and visual element became the shoelace. It connects all communication elements: from the slogan to window displays, bags, price tags, and social media posts. We also paid attention to the shoelaces on sneakers and created branded jibbitz for them—Footmark.
The visual identifier of the campaign became photographic content, unusual for sneaker advertising. The campaign centers not on sports, but on life situations and stories. This approach allowed the Footmark brand to become trendy, and social media users gained the opportunity to create their own content with the brand's hashtag.