The Brand Doctor … Ecco, the Danish footwear brand, has long been associated with comfort and craftsmanship, but it is also seen as dull and undifferentiated … How should Ecco reinvent itself?

July 12, 2025

Each month The Brand Doctor, aka business expert Peter Fisk, takes a global brand that has lost its way, and considers how it could reinvent itself. If it’s your brand, do you have the courage to change? If not, what would you do, and how could you apply these ideas for reinvention to your own business?

Ecco

For decades, Ecco has been synonymous with comfort and craftsmanship. The Danish footwear brand earned its reputation producing high-quality, durable shoes and leather goods, combining elegant Scandinavian design with the promise of all-day comfort.

Yet as the global market evolves, consumer behaviour shifts, and sustainability becomes central to brand value, Ecco faces a pivotal moment: to remain a leader, it must reinvent itself for the future.

This reinvention requires more than incremental change—it demands a radical rethinking of the brand, its audiences, and its products.

The concept at the heart of this transformation is simple yet profound: “Live Outdoors.” By embracing the idea that life, wellness, and human experience thrive outdoors, Ecco can create a new lifestyle platform that appeals to a broad spectrum of global consumers while opening multiple revenue streams beyond traditional footwear.

Review: What’s the problem?

Despite a strong reputation for comfort, quality, and craftsmanship in footwear, the brand faces growing challenges in today’s fast-evolving global market. Its core strength—functional, all-day comfort—has limited appeal to younger, style-conscious consumers. Gen Z and Millennials increasingly prefer brands that combine trend-forward design, sustainability, and lifestyle relevance, leaving Ecco perceived as safe but uninspiring.

Of course, not every brand needs to focus on young people first. The money, and growth, is often in older audience.

Internationally, Ecco’s growth is constrained. While strong in Europe, it has underdeveloped presence in Asia and North America, regions where premium, experience-driven brands resonate with affluent urban consumers. Its products and marketing are not fully localized or digitally optimized for these markets.

The company is also overly reliant on footwear and leather goods, missing opportunities to diversify into apparel, equipment, and lifestyle services, unlike competitors such as Geox, Sketchers, Clarks – or even Allbirds, Lululemon, and others. Brand differentiation is weak; comfort alone no longer sets Ecco apart in a market where innovation, tech integration, and sustainability are key drivers of relevance.

It has yet to leverage sustainability as a premium, defining brand value and to offer immersive digital and retail experiences. Without addressing these gaps, Ecco risks remaining a functional, legacy brand, limiting growth, relevance, and long-term market value.

Ecco’s financial trajectory is not strong, particularly in 2024. Revenues were €1.49 billion, a decrease from €1.57 billion in 2023, resulting in a net loss of €37.59 million, compared to a €47.04 million profit in 2023.

Reframe: Live Outdoors

“Live Outdoors” is not just a slogan; it is a lens through which every product, service, and interaction with the brand can be reframed. The philosophy is rooted in three principles:

Mobility for Life: Shoes and accessories are designed to support an active lifestyle, whether that’s walking through city streets, exploring urban parks, hiking trails, or traveling the globe. it’s links to golf help support this. Comfort and ergonomic design remain central, but now coupled with functionality and style suitable for dynamic, outdoor-centric lives.
Wellness through Experience: Ecco can position itself as a lifestyle brand that promotes well-being through outdoor activity. Products, community programs, and digital services encourage walking, adventure, and mindful movement—turning a simple act of putting on shoes into an intentional wellness practice.
Sustainability as a Premium Promise: Outdoor living connects naturally with environmental stewardship. By committing to regenerative, carbon-negative materials and circular design practices, Ecco can appeal to conscious consumers seeking brands that reflect their values.

Refocus: Asian, urban and older

The “Live Outdoors” positioning opens access to three high-potential audience segments:

Active Older

Ecco’s heritage of comfort positions it perfectly to appeal to older consumers seeking health, mobility, and lifestyle continuity. By emphasizing ergonomic design, supportive footwear, and outdoor activity, the brand can:

Promote “longevity living” products, combining classic style with biomechanical support.
Offer wellness subscriptions including walking programs, health tracking, and lifestyle content.
Create community-based initiatives, such as guided urban walks or outdoor fitness meetups, fostering both engagement and loyalty.

This segment not only represents a growing global demographic but also a premium consumer base willing to invest in products that improve quality of life.

Active Urbans

Urban consumers could be any age, but more likely digital savvy, who value authenticity, sustainability, and experiences over mere possessions. They are highly active on social media and drawn to brands that allow co-creation, storytelling, and community participation. For Ecco, this means:

Developing limited-edition, tech-integrated footwear that combines comfort with street-style aesthetics.
Leveraging new channels to market, and tie ins with other brands – think of the modern work backpack, for example
Aligning with wellness in the city, at work – natural, sustainable, ecological, outdoor,

By connecting mobility, outdoor experiences, and digital engagement, Ecco can capture the attention and loyalty of urban consumers globally, particularly in Asia’s fast-growing urban centres.

Affluent Asians

Asia represents a significant growth opportunity for premium brands. Rising middle classes and aspirational consumers in China, Japan, and Southeast Asia are seeking lifestyle brands that combine quality, innovation, and status. Ecco can tailor its offering with:

Region-specific collections reflecting local trends and climate conditions.
Experiential retail spaces, such as “Ecco Labs” pop-ups, that combine product exploration, AR try-on, and interactive workshops on wellness, design, and sustainability.
Exclusive subscription programs offering early access to seasonal products or co-created limited editions.

This strategy positions Ecco not only as a footwear brand but as a premium lifestyle partner attuned to the aspirations of wealthy, experience-driven consumers.

3. Active Older

Promote “longevity living” products, combining classic style with biomechanical support.
Offer wellness subscriptions including walking programs, health tracking, and lifestyle content.
Create community-based initiatives, such as guided urban walks or outdoor fitness meetups, fostering both engagement and loyalty.

This segment not only represents a growing global demographic but also a premium consumer base willing to invest in products that improve quality of life.

Reinvent: From shoes to lifestyle ecosystem

Traditionally, Ecco has focused on footwear and leather accessories. The reinvention as a “Live Outdoors” lifestyle brand allows a natural expansion into new categories:

1. Footwear

Ecco’s core remains its strength: comfort, craftsmanship, and durability. The innovation lies in integrating smart features, modular designs, and eco-conscious materials:

Smart footwear: Sensors tracking posture, walking habits, and wellness metrics.
Modular shoes: Interchangeable soles, uppers, and accessories to allow customization, durability, and sustainability.
Premium sustainable lines: Carbon-negative leathers, bio-based materials, and fully recyclable products.

2. Apparel

Technical, stylish, and eco-friendly clothing can complement footwear:

Urban outdoor apparel: Jackets, pants, and tops designed for mobility, comfort, and style.
Wellness wear: Breathable, ergonomic clothing suited for walking, fitness, and everyday movement.
Limited-edition collaborations: Co-created designs with artists or local designers to appeal to Gen Z and regional markets.

3. Equipment

Expand into gear and accessories that support the outdoor lifestyle:

Backpacks, ergonomic travel bags, and walking aids.
Wellness tools such as hydration systems, portable seating, or recovery kits for long walks and urban exploration.

4. Services and Digital Ecosystem

Ecco can monetize wellness, community, and engagement:

Subscription platforms: Monthly wellness packages including product delivery, walking challenges, or exclusive content.
Mobile apps: AI-driven insights into walking, posture, and activity.
Community programs: Urban exploration tours, outdoor fitness events, and digital social engagement tied to product experiences.

Rebuild: Life in every step

A radical reinvention requires bold storytelling and culturally resonant marketing:

Experiential retail: Pop-up “Ecco Labs” and flagship stores that blend shopping with interactive education, wellness, and sustainability experiences.
Sustainability narrative: Communicate material sourcing, regenerative practices, and carbon-negative production to build credibility among conscious consumers.
Global campaigns: Highlight universal themes of mobility, outdoor living, and wellness, while localizing content for Asian markets and older demographics.

By positioning Ecco as a facilitator of experiences rather than just a product, the brand moves into a cultural space where loyalty, engagement, and community drive revenue.

Value Impact

The radical reinvention carries significant strategic and financial potential:

Diversified Revenue Streams: Footwear, apparel, equipment, and wellness services together increase the total addressable market. Each product and service line builds ecosystem value and cross-selling opportunities.
Premium Positioning: By emphasizing sustainability, smart features, and lifestyle integration, Ecco can command higher margins, positioning it as a luxury-lifestyle brand rather than a standard comfort shoe maker.
Global Growth: Expansion into Gen Z and Asian urban markets captures high-value growth segments, while older consumers provide steady, premium revenue streams in Europe and North America.
Brand Equity: The combination of purpose, design, and technology strengthens the brand’s intangible assets, which are increasingly the primary drivers of valuation in today’s consumer sector.
Investor Appeal: Ecco is a private company, however sustainable innovation, international growth, and ecosystem-based revenue models make Ecco attractive to new investors.

Ecco 2035

Ecco stands at the threshold of a transformative opportunity. By embracing the “Live Outdoors” positioning, the company can transcend traditional footwear boundaries to become a global lifestyle and wellness brand, capturing the imagination of Gen Z urbanites, affluent Asian consumers, and active older adults alike.

What could its strategic roadmap look like?

Through innovative products, expanded categories, premium sustainability, and immersive experiences, Ecco can increase revenue, build lasting brand equity, and significantly increase multiples compared to traditional footwear peers, potentially doubling or tripling current enterprise value.

The path forward is clear: Ecco’s next step is no longer just about shoes—it is about enabling a lifetime of mobility, wellness, and outdoor adventure. The future of Ecco is not simply worn on the feet; it is lived outdoors, everywhere.

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