Swifty
PF Flyers had a secret weapon collecting dust in the archive. Swifty, their original mascot from the 1970s, was built for a generation of kids who wanted to run faster than everyone else. We developed this concept as a portfolio piece, reimagining Swifty for a completely different audience, and later brought it to PF Flyers.
We brought Swifty back from the dead. Not as a nostalgia play, but as a fully realized character built for the way people discover brands today: through social feeds, viral moments, and cultural relevance. The old Swifty gave us a foundation. The new Swifty is designed to compete for attention alongside the biggest names in pop culture.
Swifty Reborn
The new Swifty keeps the speed and the attitude but cranks everything else up. Rounder, bouncier, more expressive. We built a full character system: expression sheets, dynamic poses, and a personality guide that makes him feel alive whether he's on a billboard or a 9:16 vertical video.
He needed to hold his own next to the biggest pop culture moments happening right now. So we gave him confidence, a wardrobe, and the kind of personality that makes you want to follow him.
Gen Z Activations
Swifty was designed to live where Gen Z lives. TikTok trends, Instagram stories, pop culture mashups, bus stop takeovers. We created a playbook of social activations that put Swifty in the middle of the conversation, reacting to moments in real time with Stranger Things posters, Kim K references, and the kind of content that feels native to the feed.
The goal was never "brand account posts character." It was "character becomes part of the zeitgeist." Swifty shows up where people already are, doing what they already care about, wearing PF Flyers while he does it.