To start with i've been considering what brand of shoe to use for my work. Adidas and Nike are already well promoted with a lot of material already avaliable to buyers. Which is partly why i've decided to pick Lonsdale which isn't so popular and not as well advertised. Lonsdale is mainly associated to Boxing and promoted through boxing. Which means to me that there's a massive opening to revamp them and targetted a whole new audience....the older generations. Show the brand in a fun lighthearted way.