Brand Culture
Meaning: HI-TEC brand name is shortened from the combination of “high” and “technology”, which means “high technology”. Technology and comfort have become the most prominent and core brand characteristics of HI-TEC.
Theme: ENJOY OUR SHOES (enjoy our shoes).
Positioning: Based on the middle and high-end market, high cost performance, a clever balance between urban and outdoor.
Characteristics: Pure British blood + high-tech elements + leisure and outdoor compatible + tough.
Brand History
Hi-Tec was born in the UK in 1974, founded by Frank van Wezel, a Dutchman with a passion for sports, in Shoeburyness, Essex, UK.
In 1974, Hi-Tec’s first product was Hi-Tec Squash.
In 1978, Hi-Tec and launched SIERRA sports shoes.
In 1983, Hi-Tec launched Sierra life, a light weight walking shoe, which features the appearance of leather and fiber.
In 1986, Hi-Tec launched Magnum military boots. The Magnun was also the first military boot of its kind to combine athletic comfort in a light weight military shoe.