Everlane Forever Sneaker

For Everlane’s first-ever recyclable sneaker, I helped shape a 360° launch campaign that made sustainability feel simple, not sanctimonious. The strategy focused on demystifying the recycling process while positioning the shoe as easy across the board—easy to wear, maintain, recycle, and afford. Through close collaboration with product and materials teams, customer-centric messaging, and real-world wear testing, the campaign preemptively answered consumer questions, exceeded sales forecasts, and established a positioning that continued across future Forever Sneaker releases.