Bata Celebrates 130 Years with a new Brand Campaign: "Make Your Way"
LAUSANNE, Switzerland, Sept. 19, 2024 /PRNewswire/ -- Bata, one of the world's leading footwear companies, proudly celebrates its 130th anniversary with a new brand campaign named: "Make Your Way." This milestone marks a celebration of Bata's rich heritage, and an exciting evolution aimed at positioning the brand as one of the top choices worldwide.
A New Era for Bata
The "Make Your Way" campaign reflects Bata's renewed focus on style, comfort, and affordability, aiming to attract a younger, trend-conscious audience while honouring its strong heritage.
"This campaign is about inspiring self-expression and confidence. At Bata, we make shoes to accompany consumers as they create their own path in life and build their road to the future," says Sandeep Kataria, Global CEO of Bata.
Strategic Vision
The new positioning, "Stylish, comfort-enhanced, affordable shoes for every side of you to make your way" aims to connect with today's fashion-conscious consumers, to expand Bata customers base and drive further growth. It will be communicated through Bata's key labels: "Bata", "Bata Comfit," and "Bata Red Label." This strategy positions Bata as the only major high-street footwear Retailer genuinely targeting 'Every Side of You' through authentic and heritage-rich in-house brands, covering every aspect of consumer life: dress, leisure and sport.
Global Campaign Rollout
Developed with the agency &Rosàs, the global campaign includes media investments, in-store storytelling, and a redesign of Bata's e-commerce and social media approach.
Special Initiatives
It will also feature do-good marketing efforts to inspire and support women across various disciplines. Starting in September in Europe, Bata will introduce a special 130th-anniversary edition of women's ballerinas, supporting women in ballet and dance, fostering participation from diverse backgrounds, and aiding women facing economic challenges. The Ballerinas are a fashionable reinterpretation of the original Batovka, an innovative shoe launched in 1897 by Bata, which embodied the company's vision about quality & affordability.
About Bata Group
Bata is one of the world's leading shoemakers, selling more than 150 million pairs of shoes annually. With comfortable fit, stylish designs, affordable prices, and responsible manufacturing, Bata customers can feel good in their shoes – from their head to their toes. Founded in 1894, the family-owned business operates in over 56 countries across five continents. Bata designs, manufactures, and retails its own footwear, constantly innovating to find the perfect fit.
About &Rosàs
Founded in 2003, &Rosàs is a leading advertising and communications agency based in Barcelona, known for its consistency, market awareness, and loyalty.
Press Contact
Sarah Stocchetti
Global Corporate Communications at Bata Group
E-Mail: sarah.stocchetti@bata.com
Mobile: +41 79 724 60 68
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
"Make Your Way" Bata unveils brand evolution
SHENZHEN, China, Sept. 19, 2024 /PRNewswire/ -- Recently TECNO and MediaTek have officially unveiled their joint AI laboratory in Shenzhen, marking a new chapter in their collaboration in pushing the boundaries of innovations in AI. By integrating their respective leading technological resources in the field of artificial intelligence, the two companies aim to accelerate the application and popularization of AI technology in smart terminals, creating a smarter and more convenient mobile experience for users in global emerging markets. The launch event was attended by Mr. Shi Tuanwei, General Manager of the TECNO TEX AI Center, Ms. Liu Longzhi, Global Head of PR at TECNO, Dr. Lu Zhongli, Deputy General Manager of MediaTek's Computing and AI Technology Business Unit, and Mr. Li Shaoding, Associate Director of MediaTek's Wireless Product Software Development Department.
In recent years, smartphones have become a vital platform for AI applications due to their mobility, extensive user base, comprehensive application ecosystem, and powerful processing capabilities. The newly established AI joint laboratory will focus on innovative applications of large language models, intelligent agents, AI assistant, and imaging on mobile devices. It aims to provide more edge deployment and optimization solutions for generative AI, promoting the exploration and development of AI-powered services and mobile applications for the masses.
As a leading smartphone brand in emerging markets, TECNO continues to accelerate its AI technology deployment, exploring large models, connectivity technologies, AIGC imaging technologies, and AI voice assistant technology in many minority languages. TECNO's AI vision is to create practical AI that seamlessly integrates into users' daily lives. Its innovative AI assistant, Ella, serves as a smart companion, helping users manage daily tasks efficiently and providing diverse support from intelligent Q&A and schedule planning to photo editing. Ella's main features, such as AI writing, translation, and search, are deeply integrated with localized language recognition and local life applications, making it a comprehensive intelligent assistant for users in emerging markets worldwide.
In this collaboration, TECNO will leverage its extensive experience in the smartphone industry in emerging markets, unparalleled insights into local life scenarios, and AI technological advantages to provide robust algorithm and application support for the laboratory. Meanwhile, MediaTek will use its leading chip design capabilities and powerful computing platform to drive the efficient operation of AI algorithms, jointly promoting innovation and breakthroughs in edge AI technology.
Mr. Shi Tuanwei, General Manager of the TECNO TEX AI Center, stated, "AI technology is leading the wave of technological development over the next twenty years, bringing a new round of technological innovation and development opportunities for smartphones. Through the establishment of this joint AI laboratory, TECNO and MediaTek will integrate model, algorithm, and software and hardware development resources to further enhance the AI application experience of smart terminal devices, bringing a new generation of AI smartphones to users."
Dr. Lu Zhongli, Deputy General Manager of MediaTek's Computing and AI Technology Business Unit, said, "Generative AI, multimodal, and agent intelligence are the three major trends in AI's future development. MediaTek hopes to work with more ecosystem partners to jointly build a new AI ecosystem from the cloud to the terminal. By leveraging TECNO's algorithm advantages and MediaTek's mobile computing platform, the AI joint laboratory will jointly explore and drive the development of edge AI technology, revolutionizing the terminal application ecosystem."
The establishment of this AI joint laboratory marks a significant collaboration between TECNO and MediaTek in the field of AI, further promoting the deep integration of smartphones and AI, accelerating the smartphone industry's progress towards a new AI era, and redefining users' smart phone experiences. Through this cooperation, TECNO will further deepen its pioneering leadership to bring AI accessible to global emerging market, to enhance better productivity, provide more practical value, and offer easier creative fun.
For any related media queries, please contact pr.tecno@tecno-mobile.com
About TECNO
As a global innovative technology brand with operations in over 70 markets, TECNO has been committed to revolutionizing the digital experience in global emerging markets, relentlessly pushing for the perfect integration of contemporary, aesthetic design with the latest technologies. TECNO offers a wide range of smartphones, smart wearables, laptops and tablets, HiOS operating systems and smart home products. Guided by its brand essence of "Stop At Nothing", TECNO is committed to unlocking the best and newest technologies for forward-looking individuals, inspiring them to never stop pursuing their best selves and their best futures. For more information, please visit TECNO's official site: www.tecno-mobile.com.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
TECNO and MediaTek Established Joint AI Laboratory to Accelerate Innovation in AI Technology
TECNO and MediaTek Established Joint AI Laboratory to Accelerate Innovation in AI Technology
TECNO and MediaTek Established Joint AI Laboratory to Accelerate Innovation in AI Technology
