Famous Footwear Selects Yard NYC and THE MAYOR as Creative Agencies of Record

Caleres, the market-leading portfolio of consumer-driven footwear brands, has selected independent agencies Yard NYC and THE MAYOR and as agencies of record following a competitive review. 

Working closely together on key aspects of the business, both agencies will also be individually responsible for specific creative priorities. For the Back-to-School/Fall season, Yard NYC will lead the brand marketing evolution of Famous Footwear’s platform and the way in which the brand comes to life in store, while THE MAYOR will lead video, experiential and cultural activations.

“During the review process, we were immediately drawn to both independent agencies’ creative capabilities, individual strengths, and passion,” said Holly Campbell, senior vice president marketing and creative at Famous Footwear. “Yard’s fashion expertise and great track record advancing retail brands tied with THE MAYOR’s innate ability to make work that breaks through was the perfect combination to take our brand to the next level.” 

The agencies are collaborating on bringing a new brand tone and strategy. The work will debut timed with Back-to-School with additional activations and campaigns continuing to roll out through the rest of 2024.

“The retail category is extremely crowded and changing minute-by-minute, so it’s more important than ever to make work that gets noticed,” said Tom Hamling, founder and CCO of THE MAYOR. “We can’t wait to work with the amazing people at Famous Footwear who want us to do what we do best: make work that makes culture.”

“To cut through today, brands need to build emotional connections with consumers” said Ruth Bernstein, co-founder and CEO of YARD NYC. “With a store in every neighbourhood and great style for every family, Famous is poised to connect in a powerful new way. It’s been a pleasure to get to know such a great team and collaborate on this next great chapter.”