Strideline
Taking over The Most Comfortable Sock on Earth™
Diamond Hook ran Strideline’s direct-to-consumer marketing end to end. I gave the brand a voice that belongs in a locker room and a living room.
The brief
Strideline makes socks for athletes and the people who dress like them, with licensing partners across the NFL, NCAA, MLB and MLS. The old site was cluttered and hard to shop, and marketing wasn’t streamlined. My team and I took over all DTC marketing efforts, including a full site redesign, partnerships, social, email, SMS and paid.
My job was to maintain the brand’s athletic energy and make comfort and technical detail the reason to buy. We landed on a tone that was cool, clear and authoritative. The vibe was cultured and casual while being high-performance.
Along the way, we produced a video spot and photo series with NFL kicker Justin Tucker and the NFLPA.
What I did
- Defined the voice and messaging hierarchy for the relaunch
- Named and positioned new lines, including the Limited Edition Heat Wave Crew Sock, the Eco Collection and the NCAA Varsity Stripe Crew Sock
- Wrote the redesigned Shopify site, from simplified navigation to product pages and the move to unisex sizing
- Wrote a new welcome flow and rebuilt the abandoned cart and post-purchase emails
- Built the voice of a brand-new SMS program, with sends shaped around what each subscriber follows
My lines
Yours and no one else’s.
Labeled for each foot and woven with shape-memory polymers, our socks offer a snug but flexible fit. They’ll probably know you better than you know yourself.
Almost an unfair advantage.
What happened
