Saucony
Silo SS25
Saucony wanted Tangent’s help in launching a new pinnacle product line. Sitting at the intersection of high fashion and performance, it would engage new audiences for Saucony, while shifting wider perceptions of the mainline brand.
The brief was to create this all-new brand from scratch, building foundations strong enough to ensure sustained future growth.
Tangent devised Saucony SILO, a bold evolution of Saucony’s legacy, positioned to challenge category norms and redefine what the brand could stand for in culture. Rooted in deep research and far-sighted strategy, everything from naming and brand identity to tone of voice and go-to-market rollout was crafted to embody purposeful simplicity. Built with restraint and clarity, SILO rejected nostalgia and embraced design with intent.
This approach was typified by the three-dot SILO mark – a ritualistic visual shorthand. Tangent delivered a full brand world, including a consumer website, B2B customer portal, retail toolkit and social rollout. For the SS25 launch campaign – Purity in Form – we focused on storytelling, with each silhouette in the collection showcased through a three-act narrative, following the Origin, Progression and Rebirth of the shoe.
Saucony described SS25 as a success, opting to carry both SILO and the Purity in Form platform into FW25, returning to Paris Fashion Week before another global launch.
Fashion and footwear media gave complementary coverage to the SILO launch , with eye_C magazine hailing it as a “new era” for Saucony.
