Clarks

Talent Strategy, Talent Procurement

Clarks struggled to resonate with younger consumers while preserving its brand heritage. Parallel conducted a strategic review of Clarks’ brand pillars and repositioned it at the intersection of music, fashion, and street culture. We executed narrative-led talent partnerships with Jourdan Dunn, Sonny Hall, Beabadoobee, and Nile Rodgers, aligning creative execution with their personal stories and Clarks’ values of diversity, inclusion, and innovation. The campaigns beat engagement KPI targets by over 100% and achieved more than 60 million in editorial reach.