MAIMAI

MAIMAI

Fashion

MAIMAI

Italy

Overview

MAIMAI is a contemporary sneaker brand built on the legacy of Italian craftsmanship and a commitment to custom, artisanal production. As the brand set out to scale internationally, Figmenta partnered with MAIMAI to shape its digital identity, build a tailored e-commerce platform, and run performance campaigns across key European markets.

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Objective

Establish MAIMAI as a premium Made in Italy sneaker brand in Italy and across Europe, while building a performance data baseline to guide international expansion. The scope was twofold:

1. Develop the product positioning and digital infrastructure for launch

2. Test brand appeal and campaign performance across Italy, France, and Belgium

Solution

1. Product Development & E-Commerce Launch

To build a solid foundation for MAIMAI's market entry, Figmenta managed product positioning and digital presence end to end:

  • Bullet pointDefined the product strategy, including category architecture and brand storytelling
  • Bullet pointDesigned and built a fully responsive, high-end e-commerce website that reflects the brand's craftsmanship and exclusivity
  • Bullet pointDeveloped the visual and UX direction to match luxury consumer expectations
  • Bullet pointDelivered a scalable e-commerce launch that positioned MAIMAI for cross-border growth
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2. Digital Strategy & Campaign Execution

With the digital foundation in place, Figmenta activated data-driven advertising campaigns to test and optimize performance across markets:

  • Bullet pointPlanned and executed Google and Facebook advertising campaigns
  • Bullet pointItaly-focused campaigns led with made-to-order, artisanal quality
  • Bullet pointInternational campaigns positioned the Made in Italy label as a marker of prestige and desirability
  • Bullet pointIdentified top-performing sneaker models, audience behaviors, and winning creative angles through live performance data
  • Bullet pointTranslated campaign insights into a long-term marketing strategy for both domestic and global markets
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Results

MAIMAI's multi-phase launch delivered strong commercial traction and a clear strategic roadmap:

  • Bullet point+215% ROAS within the first month of campaign activity
  • Bullet point20,000+ e-commerce sessions in the first 60 days
  • Bullet pointIdentified the most in-demand sneaker models based on real search and click behavior
  • Bullet pointDeveloped an international expansion roadmap backed by performance data
  • Bullet pointSuccessful rollout of new e-commerce platform with a luxury-forward UX
  • Bullet pointProduct categories and digital storytelling refined for market fit and user expectations