“Joy of Movement”

VISION

Sunnystep was founded on a simple belief: movement should feel good. In a world where many people struggle with discomfort and fatigue from everyday footwear, Sunnystep envisioned a future where shoes don’t just support, but actively enhance health and wellbeing. The goal was to help people move freely, joyfully, and without compromising style.

STRATEGY

We positioned Sunnystep as a lifestyle brand rooted in wellness and vitality. The strategy emphasized comfort, balance, and recovery, appealing to health-conscious individuals seeking shoes that care for the body as much as they complement style. By highlighting science-backed design and a philosophy of holistic wellbeing, Sunnystep differentiated itself from fashion-first competitors.

BIG IDEA

We developed the Idea Worth Rallying Around®: Joy of Movement. It reframes footwear from a utilitarian necessity into a gateway to better living. Joy of Movement signals the company’s promise to deliver not only comfort and support but also confidence and vitality, reminding customers that every step can be a step toward a healthier, happier life.

Idea People®

Nathan Holloway
Andrew Last
Sam Horbury
Matt Davies
Michael Gough
Becky Tahel
Darren Unwin
Harry Bearhope
Sunny Bonnell
Ashleigh Hansberger
Ting Mao
Phoebe Tan
Sim Ming Hui
Claire Yu Si Ting