Alexa Chung X Superga

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Create an international campaign to grow Superga’s retail presence in the UK through generating strong awareness for the brand.


Surgery Group negotiated the contract and engaged an ambassador with a genuine affiliation with the brand – Alexa Chung. Running a PR campaign three exclusive interviews were negotiated with key titles.


The Campaign opened up 150 new retail doors selling through Liberty, Schuh, Office and increased its presence with online retailers such as ASOS and My-Wardrobe. The total PR value of the campaign was £3,500,000 with over £1,000,000 achieved within the first month. Superga opened its fi rst standalone store in Carnaby Street 4 month into the campaign.

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