Tamaris presents its new light sneaker Nowana. They should testify to an identity and at the same time bear the “unmistakable handwriting of the popular shoe brand”. In addition, the product launch marks an important milestone in the strategic orientation of Tamaris. “The introduction of Nowana is a central part of our strategy to further develop the Tamaris brand in the direction of Casual and Sportity, without neglecting our Feminine DNA, for which we have been known and popular for decades,” explains Jens Beining, CEO of the Wortmann Group. “We see an increasing demand for comfortable and at the same time stylish sneakers that reflect the current zeitgeist. With Nowana we offer exactly that: lightness, lifestyle and feminity in an outstanding product. ”
The central design element are the wave -shaped recesses, which should not only be visually convincing, but also reduce the weight of the shoe to 250 grams. In addition, the design gives the product a soft and female aesthetics and is equipped with fashionable color constellations. The name Nowana is guided by the Latin “Nova” (“NEW”)-the Tamaris sneaker positions itself in the sporty lifestyle world and is a novelty-and the W that is supposed to represent the characteristic wave shape of the design.
The focus of the new campaign is the features of the product. Under “Easy in” the elastic lacing and the associated effortless dressing and taking off the Nowana are advertised. With “Feel Fresh” Tamaris illuminates the air -permeable upper material made of mesh, which is intended to ensure optimal air circulation. Finally, “Move Light” emphasizes the damping effects of the Ortholite footbett and the rebound effect of the sole, which is presented in the sleek wave pattern.
“Traditionally, our campaign is dominated by the brand color and the variety of the collection that offers something suitable for every moment in a woman’s life,” says Cathleen Burghardt, Head of Marketing at Tamaris. “With Nowana we brave a new direction for the first time: A Hero style dominates the brand perception of all touchpoints in early year/summer 2025-not overlooked by gaudy color gradients that fit perfectly with the colorful range of styles.”
