Sporty lifestyle meets feminine details and convincing added value for an all -round easy fit.
With Nowana, Tamaris is launching a light sneaker that testifies to a new identity and at the same time bears the unmistakable handwriting of the popular shoe brand. This product launch marks an important milestone in the strategic direction of Tamaris. The international launch is accompanied by a campaign unique in the history of the brand.
“The introduction of Nowana is a central part of our strategy to further develop the Tamaris brand in the direction of Casual and Sportity, without neglecting our Feminine DNA, for which we have been known and popular for decades,” explains Jens Beining, CEO of the Wortmann Group, The story of the shoe. “We see an increasing demand for comfortable and at the same time stylish sneakers that reflect the current zeitgeist. With Nowana we offer exactly that: lightness, lifestyle and feminity in an outstanding product. ”
The central design element of the shoe developed for over a year is the wave structure of the running sole, which not only visually convinces, but also functional: the wave -shaped recesses reduce the weight of the only 250 gram sneakers (in size 37) and ensure noticeable damping. In addition, the curved design, which can also be found in other places such as embroidery and heel cap, gives the shoe a soft, female aesthetics. The fashionable color constellations of the nine Nowana styles set stylish accents in both sporty and feminine looks.
The result of the intensive design process is a unique Tamaris sneaker who confidently positions itself in the sporty lifestyle world-a novelty in the collection. This is also where the name “Nowana”, which derives from the Latin “Nova” (“NEW”), with the deliberately used “W” on the characteristic wave shape.
Tamaris is also breaking new ground in marketing, which, in addition to the iconic, focused on the product -focused campaign look of the brand for the first time, also focuses on the features of the product. These are strikingly addressed via a need -oriented claim: “Easy in. Feel Fresh. Move Light. ”:
Easy in
Thanks to the elastic lacing, the sneaker can be easily put on and off without tying up without time-consuming. The soft materials of the padded tongue and heel cap gently nestle on the foot and prevent pressure points.
Freshness
The air -permeable upper material made of mesh ensures optimal air circulation and keeps your feet fresh all day. The Ortholite® insole with its moisture-absorbing properties also ensures perfect climate in the shoe.
Move Light
The damping effect of the shape-stable Ortholite® foot bed looks optimal together with the flexible, springs. Their wave structure not only convinces visually, but also gives each step a noticeable rebound effect.
With Nowana, Tamaris has succeeded in developing a product that convinces both stylistically and functionally. This also underlines the new conceptual marketing approach, which positions the sneaker as a modern and versatile companion with a good dose of lightness.
“Traditionally, our campaign is dominated by the brand color and the variety of the collection that offers something suitable for every moment in a woman’s life. With Nowana we brave a new direction for the first time: A Hero style dominates brand perception at all touchpoints in spring/summer 2025-not overlooked by gaudy color gradients that fit perfectly with the colorful range of styles, ”explains Cathleen Burghardt, Head of Marketing at Tamaris. “The emotional product presentation is complemented by strong fashion statements: Inspirational ‘Toe-to-Head Tamaris Looks’ on a floating woman who embodies the lightness of Nowana lifestyle with dynamic poses and fresh charisma.”
With this visual language and the feature-based storyline “Easy in. Feel Fresh. Move Light. ” Nowana will not only be present in the usual Tamaris Mediamix this season. In order to achieve and inspire a broad target group, the campaign also sets new standards for the channels and now presents Nowana in attention-grated out-of-home measures, advertorials and cinema pots.
The marketing concept, the well thought -out design and the properties of the Nowana sneaker have already been discussed intensively in the purely sales and have led to impressive sales in all markets. Jens Beining is confident: “The positive feedback on Nowana confirms that we are on the right track to establish Tamaris as a leading brand in the casual segment. And I can already reveal so much: in autumn/winter it will go on with Nowana Story. ”
Nowana is available in retail and online at a price of 79.95 euros per couple (RRP).