Biti’s Hunter Unveils “Step Forward” Rebrand with Dentsu Redder

Dentsu Redder has collaborated with Biti’s Hunter to launch the “Bước Tới” (Step Forward) rebranding campaign, marking a significant transformation for the brand. This bold campaign takes viewers on an emotional journey, capturing the courage to face the unknown and empowering individuals to overcome self-doubt. Through this initiative, Biti’s Hunter repositions itself as a sneaker-led lifestyle brand that symbolizes the progress and self-expression of modern-day Vietnam, striking a chord with the aspirations of young Vietnamese people.

Phu Le, the Marketing Manager at Biti’s Hunter, shared, “For the past decade, Biti’s Hunter has inspired individuals to embrace their roots. As we continue to grow alongside the progress of our country, our mission is to motivate and empower the Vietnamese people to believe in limitless possibilities. With ‘Bước Tới,’ Dentsu Redder has brilliantly captured a story that helped Biti’s Hunter embrace emotional moments that define our brand.”

Livio Grossi, Group ECD at Dentsu Redder, explained, “The best brands evoke emotions. With Biti’s Hunter’s new identity, we are inviting people to experience change rather than just showing it. It’s been a wonderful journey with Biti’s Hunter, and we are proud to deliver this meaningful campaign that marks the beginning of a stronger phase for the brand.”

The “Bước Tới” campaign centers around the theme of stepping into the unknown, with emotional storytelling that resonates with the challenges and dreams of young Vietnamese. This rebranding aligns perfectly with their aspirations, offering a metaphorical journey from initial fear to exhilaration, symbolizing the self-doubt and eventual empowerment felt by today’s generation in Vietnam.

To showcase Biti’s Hunter’s first streetwear collection, Dentsu Redder created a visual narrative blending contemporary fashion with the vibrant essence of Vietnamese culture. The campaign introduces the collection through a fresh and authentic perspective, reflecting the boldness and cultural pride of the brand. Along with the launch, the brand also introduces a new identity with products like shoes, apparel, and accessories, capturing the spirit of progress and self-expression.

Through this campaign, Biti’s Hunter invites the audience to push boundaries, make history, and shape culture, marking a new chapter in the brand’s evolution.

Credits
ECD: Livio Grossi
ACD: Raphaël Almazan
Copywriters: Lâm Trần, Vy Bùi, My Ngô, Tuyền Nguyễn
Art Director: Dung Cao
Designers: Đặng Chương Quốc Bảo, Trung Đông, Đinh Minh Tân, Minh Hiển, Line Collective
Account team: Vy Vương, Uyên Nguyễn, Quỳnh Trần, Vy Dương, Phương Trần, Yên Phạm
Production team: Sang Ngô, Thố Phan
Film Production: Bullet Bangkok
Director: Michael Medway
Post Production: Paume Paris, Kitchenette Paris
KVs and Look-book: AntiantiArt
Branding Firm: M-N Associates
Strategy Partner: C+P Consulting