01 THE BRAND
1.1 ABOUT US
Born from a family of skilled shoemakers, SJ draws from 70 years of shoemaking expertise to create a responsible, young and vibrant fashion brand that aligns with today’s latest trends.
We bring innovation in shoemaking by making our in-house technology accessible to all. We’re passionate about what we do and are committed to responsible practices in how we treat each other and manufacture our shoes.
Our mission is to inspire people to enjoy life while embracing their own style SJ aims to be an integral part of your lifestyle, encouraging you to join our community and enjoy a stylish, responsible, and vibrant way of living.
HISTORY
1950
The beginning of a small shoe factory in Belgium, the heart of Europe.
1960
Import of footwear from Italy, Europe.
1980
One of the first European companies to start importing from the Far East and China.
2000
Start development of safety footwear and launch of our brand ‘Safety Jogger’.
2005
Launch of the label ‘SPROX’ for our fashionable footwear collection.
2007
Acquisition of ‘Leomil’ and start of the license footwear and apparel business.
2008
Acquisition of the famous French soccer brand ‘Patrick, l’esprit du sport’.
2017
Acquisition of the German brand ‘Maxguard’, leading brand in safety footwear.
2023
Launch of workwear and head protection. Evolution of Safety Jogger to a one-stop PPE solution.
2019
Launch of the Sample Factory: a new facility to service Shoe retailers and Brands in footwear.
2012
Consolidating Cortina China into 1 main office in Dongguan, China. Launch of the unique ‘Chain of Shoe Knowledge’ concept.
2020
Acquisition of Tiger Grip, a leading brand in slip resistance and add-on safety footwear products.
2013
Acquisition of the n°1 brand for medical and professional footwear: ‘Oxypas’.
2020
Launch of Synogix, our 3PL service, focused on brands that need multi-channel logistic solutions.
2016
Full-service model for fashion brands.
2022
Start of our outdoor brand: Safety Jogger Adventure.
2023
Launch of SJ.
FACTS & FIGURES
70 years experience a family-owned company with over 70 years of experience in the shoe development process
200M USD total turnover
making the Cortina Group a stable financial partner
450 motivated people
worldwide with a passion for the shoe business
5.000 customers are being serviced by our professional sales team over 130 countries
30M pairs of shoes & textile produced each year
2.500 unique models in our shoe collections on a year base
15 global designers translating the latest fashion trends into a commercial collection
8 showrooms
in our offices in Belgium & China offering a one-stop solution for any of our customers
+10 responsible projects
We support projects that concentrate around health, the right for education and poverty, such as Goodstogive, Youth Start, Lezerscollectief, Psychosenet.
1.2 ABOUT SJ
Responsible, trendy and comfortable sneakers for everyone
Unparalleled price quality
70+ years of expertise and in-house technology at the mother company
Ready to turn the sneaker world upside down and let you enjoy the #FreedomToMove
1.3 VALUES
TAGLINE
We inspire people to go out, have fun and enjoy life while looking effortlessly stylish. Our offer is designed for anyone who wants to feel confident in our products, no matter their style. At SJ, we want to make sure you are part of our vibrant and dynamic community.
#FreedomToMove
RESPONSIBILITY
At SJ, responsibility is more than just a word - it is a way of life. We treat our planet, customers, suppliers and employees with the greatest care and foster sustainable growth through long-term partnerships and collaborative business development.
INNOVATION
Our goal is to ensure our customers experience comfort, joy and satisfaction with our products. We achieve this by consistently using in-house technology in everything we create. Our commitment to sustainable innovation drives us to constantly explore and implement improved technological solutions in our products. SJ’s ultimate aim is to make exceptional footwear accessible to everyone.
PASSION
Our team is driven by an unwavering passion for their work and the products they create. We firmly believe that we can make a difference by having fun and being positive. We take great care in how we conduct our business and serve our customers. These values are at the core of what we stand for.
1.4 MISSION & VISION
MISSION
SJ wants to make stylish and innovative shoes accessible to all, making sure everyone can enjoy the #freedomtomove.
VISION
We want to use Cortina’s extensive footwear expertise to build a long-lasting and global lifestyle shoe brand, always providing our customers the best value for money.
1.5 BRAND IDENTITY
TARGET GROUP
No matter who you are, what you prefer or where you’re going, with SJ you have total flexibility, comfort and freedom to be yourself. Don’t let anything hold you back, go out there and enjoy the freedom to move.
BRAND POSITIONING
SJ is a comfortable and stylish footwear brand that stays at the forefront of innovation. We are committed to making cutting-edge technology accessible to everyone, revolutionizing the shoe market by offering high quality at an affordable price.
AFFORDABLE INNOVATION
INNOVATION
TONE OF VOICE
A tone of voice is not about what you say, but how you say it. It embodies and expresses the brand’s personality and therefore needs to be consistent in all communication. SJ is a confident brand and speaks an optimistic language with positive vibes.
That is why we always sound:
VISUAL IDENTITY
As SJ is always moving forward, it was time for an updated visual identity. With a refreshing view, we proudly implement a brand-new adaptation of our logo and color scheme.
Typeface
Trim Thin
Trim Light
Trim Regular
Trim Medium
Trim SemiBold
Trim Bold
Trim Extrabold
Logo Key color PMS Black C CMYK 30/20/20/100 RGB 45/41/38 HEX #2d2926
1.6 OUR PRODUCTS
Our shoes offer the freedom to wear them for a variety of occasions, by whoever wants to. They are comfortable, qualitative and fully in line with the latest fashion trends.
PRODUCT DNA
Why choose SJ? Because we prioritize comfort and quality without hurting your wallet. We leverage the extensive expertise of Cortina to craft stylish shoes using recycled materials and in-house technology.
Removable footbed
Allows you to insert your own insoles
Wide fit
Offers more room for your feet
Easy fitting
Elastic inserts in the upper that adapts itself to your feet
Zipper
Easy put on or take off your shoes
Elastic laces
Easily slip on your shoes
Light & flexible outsole
Provides maximum freedom of movement
Lightweight
Feels like walking on air
Breathable upper
No more sweaty and hot feet
Machine washable
Safe to wash in a washing machine at 30°C
Recycled materials
An eco-friendly and conscious choice
100% Vegan
Free of animal products
Breathability
Lets air circulate freely and keeps your feet cool
Water repellent
Keeps your feet dry, through water repellent membrane technology
Cushioning
Reduces strain when walking, running or jumping
Soft impact foam
Provides extra cushioning and shock absorption when walking, running or jumping
Comfortable footbed
Offers extra shock absorption and arch support
PRODUCT SUSTAINABILITY
We go the extra mile when it comes to product sustainability. For our planet, for our future and for our people. That is why we took it a step further by using recycled materials in the creation of our TC9700 collection. The shoes combine a European design with recycled leather, a natural rubber outsole and natural cotton laces.
We stand by our v and have obtained the following certifications:
100% of our production takes place in BSCI-approved facilities
Our inner boxes are FSC certified and made entirely of recycled materials
Our lining, footbeds and laces are made from recycled materials
COMPANY RESPONSIBILITY
Sustainability is also at the heart of our company. We not only create sustainable collections using certified recycled and vegan materials but also prioritize ecofriendly practices such as using green energy. As part of our commitment to circularity, we take the first step by working together with factories that recycle shoes.
In addition to our green efforts, we also fulfill our social responsibility by supporting social projects all over the world. Currently, our primary focus centers on the well-being of psychologically vulnerable people in Belgium, where we collaborate with esteemed organizations like Goods to Give,Psychosenet, Te Gek, Herstelacademie, Lezerscollectief and many more.
02 WHAT’S IN IT FOR YOU?
2.1 SUPPORT
Every year, we build a new campaign and offer you new tools and visual assets to effectively bring the SJ story to the end consumer. That way, we want to keep SJ top of mind and support our retail partners.
We’ve created personalized marketing packages based on turnover levels, ensuring you receive optimal marketing support. Whether you’re a startup, midsized enterprise, or an established business, we have a solution just for you.
For details on the package aligned with your turnover and to discuss your marketing goals, contact your dedicated sales agent.
IN STORE
To elevate your customers’ shopping experience, we offer essential point-of-sale (POS) assets, enabling you to capture the distinctive SJ look and atmosphere within your stores. Additionally, we’re available to assist with in-store installations.
POS SHOP IN SHOP
DIGITAL
Hit the socials, retailers! We have a bunch of plug-and-play templates for your socials and invest a substantial budget in digital advertising ourselves each season. That way, we want to bring one strong and consistent story on all channels.
Spread the shoes! At our retailer platform, there are print templates and other tools available that you can use for your next print campaign, catalog or folder.
PRINT PRESENCE
To boost our visibility and connect with a broad audience, we will showcase our seasonal campaign in prominent lifestyle B2C and B2B magazines
BRAND AWARENESS PROMISE
At SJ, we crafted a comprehensive cross-media marketing plan to support you in building brand awareness and driving near-market and in-market sales. This plan focuses on more than socials, we see it bigger. It also encompasses print, online video, programmatic ads and physical activations using paid, owned and earned influencer channels.
OWNED MEDIA
PAID MEDIA
EARNED MEDIA
Campaign and recurring formats on our own socials to boost awareness and brand image.
Print, video & digital (social, SEA & programatic) campaign to increase awarness and generate conversion.
RETAIL TOOLS
Social media mix:
Structural partnerships with brand ambassadors that align with SJ’s identity.
POS material, retail tools, templates and services.
GLOBAL PRESENCE
To support you up to the limit, we are present at the world’s biggest shoe fairs that are relevant to our market. We also have our own showrooms in Europe and Asia, where you can experience SJ in a whole new dimension.
Our showrooms:
Europe:
HQ Belgium (Oudenaarde, Belgium)
Asia:
HQ Asia (Dongguan, China)
Presence at international fairs:
Expo Riva Shuh (Garda, Italy)
CANTON (Guangzhou, China)
MICAM (Milan, Italy)
REXOR (Antwerp, Belgium)
Crecendo expo (Paris, France)
ISPO (Beijing & Shanghai, China)
2.2 SERVICE
Next to our visual support, we are committed to serving you in the best way possible by providing service tools and tailor-made assets.
RETAILER PLATFORM
To optimize the flow of our retail partnership, we created a retailer platform. It’s an online place where you can find everything you need to bring the SJ story to your clients. From here, you can download catalogs, product pictures and POS material. You can also check collections, trend presentations and newsletters, as well as view offers, follow orders with track and trace and review purchases.
collection.sj-lifestyle.com
RETAIL ADVERTISING SERVICE
At SJ, we collaborate closely with our retailers, providing customized assets tailored to your specific needs. Next to offering copy and visuals that can be used for mailings, we can deliver in-store POS material and out-of-home advertisements. We have posts, stories and concepts ready for social media channels, as well as branded pages and website banners for your website.
We are here to help you with whatever you need! Need a more customized approach? Please reach out to us and let’s get together!
In case of questions, please contact your SJ marketing contact. More information on safetyjogger.com or via:
Europe
Meersbloem Melden 42 9700 Oudenaarde
Belgium
+32 55 33 56 56 info@sj-lifestyle.com
China
Shipai, Wang Niu Dun, Dongguan Guangdong Province China (postal code 523216)
+86 769 3901 8502 sales@cortinachina.com
