The Soul of the Sole: Birkenstock’s Brand Identity Overhaul

This presentation explores how Birkenstock has reinvented its image while staying true to its 250-year heritage. It analyzes the brand’s core values of function, quality, and tradition, its purpose and vision around foot health and holistic comfort, and its repositioning strategy in 2023 that reframed the brand as a modern lifestyle icon. The project also evaluates competitors like Crocs and Dr. Martens, highlights cultural storytelling through campaigns such as Birkenstories, and showcases how experiential marketing and retail innovation helped Birkenstock connect tradition with contemporary consumer expectations.