HANOI, VIETNAM — Creative agency Dentsu Redder has partnered with Biti’s Hunter for the launch of “Buoc Toi” (Step Forward), a bold rebranding campaign that captures the emotional journey from fear to exhilaration, represented by the courage to step into the unknown while empowering the audience to overcome self-doubt. Through the campaign, Biti’s Hunter embraces a contemporary identity as a sneaker-led lifestyle brand that symbolizes Vietnamese progress and self-expression, allowing it to resonate with the aspirations of young Vietnamese.
Phu Le, Marketing Manager at Biti’s Hunter, commented, “For the past decade, Biti’s Hunter has inspired people to take pride in their roots. As we evolve with the progress of our country and people, we will continue to motivate and empower Vietnamese people to believe in the limitless possibilities of where they can go. With “Buoc Toi”, Dentsu Redder has powerfully delivered a story that has helped Biti’s Hunter own the moments where emotions are born.”
Livio Grossi, Group ECD at Dentsu Redder, added, “The best brands make you feel something. With Biti’s Hunter’s new identity, we are not just showing you change; we’re inviting you to experience it. We have had an endearing journey with Biti’s Hunter’s over the years and are very proud to be able to deliver this meaningful campaign to launch a new and stronger phase for the brand.”
Centered on “stepping into the unknown,” the campaign resonated with the target audience through emotional storytelling inspired by the aspirations and challenges of young Vietnamese people.
The brand’s decision to undergo a rebranding and repositioning effort by embracing a more contemporary approach aligns with young Vietnamese aspirations and raw emotions. It is captured by visualizing an individual’s journey that goes from fear and doubt when embarking on something new to a realization and eventually an exhilaration knowing that it is something that he/she can now do — a metaphor for the emotions of the generations of today and tomorrow that are questioning their place in Vietnam’s future. Biti’s Hunter emerges as a rallying call — empowering them to push boundaries, make history, and shape culture. With a striking new identity, the brand aims not just to stay relevant but to own the emotional moments where boldness and progress ignite.
To showcase Biti’s Hunter first streetwear collection, Dentsu Redder created a visual narrative that blends contemporary fashion with the rich, vibrant essence of local Vietnamese culture. This approach not only introduces the collection but also highlights the gritty, authentic vibe of the brand.
