Nostalgia

30% of people born in the early 2000s have nostalgia for the 90s, a decade they never experienced. They're an ideal market for Columbia's revival of core products that broke ground in that very decade.

With nearly 77% of Americans finding comfort in nostalgia during uncertain or difficult times, anyone can relate to a good, old shoe. Columbia's reintroduction of their 1993 Bugaboot brings together those-who-lived-it and those-who-wish-they-lived-it.

This was a group collaboration in which I adapted multi-channel messaging to an eComm experience, partnering closely with graphic design, ops, marketing, and merchandising to tell the story of Bugaboot from a mobile screen about the size of a toddler shoe.