Kickback
Kickback is a social impact movement in Toronto founded by Jamal Burger. They're empowering disadvantaged youth through sports programs and the universal language of sneakers. I helped them reframe their positioning beyond the gifting of sneakers, find a new brand voice and lean into an emotive narrative that highlights their impact and helped to attract partners such as Nike, LuluLemon and Puma.
"Seth opened my eyes, heart and mind to the power of shared perspective. For the first time, I could see the world I existed in through a lens of empathy. Beyond the words themselves, Seth clarified my role and purpose as a founder to an idea larger than myself."
– Jamal Burger
Founder at Kickback
Founder at Kickback
Kickback is a youth-led
movement for change coming
out of Toronto, Canada.
movement for change coming
out of Toronto, Canada.
Kickback is a youth-led
movement for change coming
out of Toronto, Canada.
movement for change coming
out of Toronto, Canada.
We’re artists, athletes, social workers and community programmers who grew up in the neighbourhoods we serve. Above all, we’re young minds who don’t have all the answers but are finding ways to uplift the communities we grew up in.
Sneaker culture
is a universal language.
is a universal language.
Sneaker culture
is a universal language.
is a universal language.
For kids in underserved areas, the right sneakers do something that parents, teachers and even the Police can't do.
They strengthen the stance of our youth as they walk through the world. In these neighbourhoods, sneakers are more than fashion; they are a right to exist.
By the time they take an adult size, new shoes are totally unaffordable. From that point on, the closest they come to touching a pair of new sneakers is on their Instagram feed.
They strengthen the stance of our youth as they walk through the world. In these neighbourhoods, sneakers are more than fashion; they are a right to exist.
By the time they take an adult size, new shoes are totally unaffordable. From that point on, the closest they come to touching a pair of new sneakers is on their Instagram feed.
The fork in the road.
The fork in the road.
A larger shoe size often coincides with staying out later, finding their independence – and sometimes finding trouble. Without exception, every disadvantaged kid has a choice to make when they reach the cusp of adulthood.
They’re no longer under any illusions about the limited options available to them or the systemic inequality in society. Unable to afford something that feels as essential to their identity some choose to go without – and some choose to find themselves where there aren’t many positive options to choose from. There’s always a group of kids smart enough to find the low hanging fruit and take what the world is telling them they can’t have.
A new pair of shoes has the power to start conversations that would otherwise never happen. Gifting the right pair to the right person at the right time in their lives can help break the cycle and prevent kids from taking the wrong path.
Right now, these kids are being written off at a young age before they’ve even had a chance. For the price of a pair of sneakers, we can increase the likelihood of them finding success in uncovering themselves and the people who believe in them.
They’re no longer under any illusions about the limited options available to them or the systemic inequality in society. Unable to afford something that feels as essential to their identity some choose to go without – and some choose to find themselves where there aren’t many positive options to choose from. There’s always a group of kids smart enough to find the low hanging fruit and take what the world is telling them they can’t have.
A new pair of shoes has the power to start conversations that would otherwise never happen. Gifting the right pair to the right person at the right time in their lives can help break the cycle and prevent kids from taking the wrong path.
Right now, these kids are being written off at a young age before they’ve even had a chance. For the price of a pair of sneakers, we can increase the likelihood of them finding success in uncovering themselves and the people who believe in them.