February 2021
Strategy, branding and website

The Slazenger footwear brand brings an ode to the new generation of icons; individuals who are ready to impact the world of today, within ourselves, outside the world of sports. A new dimension to the Slazenger heritage, of supporting legends by focussing on the movements of today. ‘Slazenger: The New Generation’ will, therefore, build on its meaningful heritage, and is keen to leave a rebellious footprint by integrating more young and modern characteristics.


Brand strategy
Identity systems
UI/UX design


Sanne Huuskes
Siana Durfort
Remke Zoon
Sasha Tielbeke

Built on the foundations of its iconic heritage, Slazenger: The New Generation pays tribute to the icons of today. The rebels. The do-gooders. The social warriors. The iconic individuals that are impacting the world we live and play in, far outside the field, the court or the arena where they shine.
Integrate the icons of today within the brand’s sustainable vision, let them speak up! Doing this with a dedicated section on the website, giving the icons of today a place to share their opinions.