Kinky Boots - Staying 'Two Boots Ahead' in a Competitive Market

In March 2026, Kinky Boots, the fan favourite musical, opened its doors at the London Coliseum, seven years after its original and hugely successful West End run. A returning well-loved IP with a star in the form of Johannes Radebe of Strictly fame, on the face of it, is a recipe for success. However, significant changes in consumer behaviour, fierce market competition, and coming into London’s biggest theatre, with 2,359 seats to fill 8 times a week (nearly nineteen thousand seats a week, with a daily expiring inventory), presented a ‘colossal’ marketing challenge. One we met with a combined +28% incremental sales across a three-pillared approach.

As London’s premier live-entertainment agency, working at the intersection of industry insights, innovative data smarts, impactful branding and best-in class performance talent, Dewynter’s industry leading work on Kinky Boots demonstrates how a unified approach across insights, audiences and creatives keeps our clients ‘Two Boots’ ahead of the rest.

Watch the 2-minute explainer here - http://bit.ly/4aWwTrO