Eeken by Paragon has launched its Autumn-Winter campaign around a schedule, not a season. Titled “Our Kinda 9-5,” the campaign is built on the insight that young consumers move between two very different routines: the professional 9-to-5 of meetings, deadlines, presentations and internships, and the social shift that starts when the workday ends.
The second shift is the selling idea
The campaign frames the evening as its own version of a 9-to-5 — roughly 9 PM to 5 AM — filled with spontaneous plans, bowling, house parties, movie nights, terrace gatherings and late-night drives. Eeken’s footwear appears inside those moments, connecting the brand to the transition from daily responsibilities to after-hours plans.
That is a deliberate departure from seasonal product talk. Instead of leading with the Autumn-Winter collection or a colour story, Eeken is leading with how its audience actually lives. For footwear marketers, that is a meaningful repositioning: the product becomes relevant to a rhythm that repeats every single day, not a season that changes twice a year.
From season to generation
Sachin Joseph, Executive Vice President of Marketing and IT at Paragon Footwear, said young consumers are constantly moving between work, friendships and spontaneous plans. Eeken, he added, wants to offer not just footwear for every plan, but “a brand that understands how this generation chooses to live.”
The range supports that message. Sneakers are pitched for multiple plans, while open footwear targets everyday comfort, with both positioned around style and comfort across work and leisure.
An execution that feels real
Makani Creatives, the agency behind the campaign, wanted the work to feel like real life rather than a staged commercial. Sameer, Managing Director and Founder of Makani Creatives, described the source material as spontaneous plans, different friend groups and those “let’s go out tonight” moments that often become the best stories.
The scenes therefore rely on different moods and friend circles, which keeps the campaign from being defined by a single activity. That is a useful creative device for youth brands: show the willingness to say yes to a plan, rather than idealising the plan itself.
The media mix follows the mood
The campaign is being rolled out across video, static and reel formats on YouTube and Eeken’s digital platforms. That choice mirrors where the after-hours audience already spends time, and it gives the campaign room to live as short, shareable moments rather than a single film.
What marketers can borrow
- Position around a recurring consumer rhythm instead of a seasonal calendar.
- Let the product play a supporting role inside real plans, not a hero shot.
- Build creative scenes that feel candid rather than overproduced.
- Mirror the media mix to the consumer’s after-hours scrolling behaviour.
At its core, “Our Kinda 9-5” is occasion-based positioning: attach the product to a moment that repeats daily, and it starts to become part of the consumer’s identity. For a youth footwear brand, the 9 PM to 5 AM slot may be more differentiating than the next colourway.
Source: MediaNews4U
