Bata, among the leading global groups in the footwear sector with a widespread presence in over 70 countries, strengthens its partnership with WEGO by entrusting the agency with the strategic and creative management of the social media channels for the Athleisure brands North Star, Power, and Weinbrenner across the South America, India, and APAC markets. An assignment that adds to the ongoing activities for Bata Europe and marks a further consolidation of the relationship on a global level.
The three brands share the same retail ecosystem – they live inside Bata stores – but require distinct and recognizable identities within the digital landscape. For this reason, the project focuses on building a social media presence that goes beyond the product, working on strategy, art direction, and editorial systems capable of providing consistency and direction on an international scale.
North Star evolves toward a more cultural and urban territory, featuring a visual and content language that weaves together product, people, and community. Power redefines its positioning by moving away from pure performance and placing everyday movement at the center, through inclusive content and formats also driven by creators and UGC. Weinbrenner reinterprets the outdoors through a more accessible and approachable lens, integrating it into daily routines with a storytelling that connects nature and urban contexts.
Holding the system together is a global direction developed by WEGO and a framework that makes the three brands clearer, more legible, and relevant in the feed, turning social media into a space for continuous relationship building rather than simple product display.
«Managing three brands across different markets means working on differences, not reducing them. We built precise identities, capable of living within people’s daily lives with consistency and naturalness», comments Tomas De Zanetti, CEO of WEGO.
«We needed a partner capable of holding together global vision and local adaptability. WEGO built a solid system, helping us make our brands more recognizable and relevant across different contexts», states the Bata Global team.
With this project, WEGO continues to assert its role as a strategic partner in managing and developing social channels for international brands, helping build identities capable of evolving across different markets while maintaining a clear direction.