Biti's Hunter
Biti's · Vietnam
Biti's Hunter is a sneaker line launched in 2016 by Vietnamese footwear company Biti's. It offers locally made, design-led sneakers at mid-range prices for young Vietnamese consumers.
| Launched | 2016 |
|---|---|
| Parent | Biti's (founded 1982) |
| Country | Vietnam |
| Positioning | Mid-range sneakers |
| Website | bitis.com.vn |
What is Biti's Hunter?
Biti's Hunter is the sneaker range of Biti's, a Vietnamese footwear company founded in 1982 by Vuu Khai Thanh and Lai Khiem. Biti's dominated the domestic sandal market in the late 1980s and 1990s, and Hunter, launched in 2016, was a key part of the brand's revival under the second generation of the family, Vuu Le Quyen and Vuu Le Minh.
Products and positioning
Biti's research identified a gap in Vietnam's sneaker market between international labels and low-cost local or imitation products. Hunter targets that mid-range, offering local production, quality and design at an affordable price for the 9x and 10x generations, Vietnamese consumers born in the 1990s and 2000s.
Later releases have included collaboration lines such as Marvel-inspired sports shoes and slippers and a 2018 World Cup shoe range with Pepsi.
History
In early 2017 awareness of the new line was still low. A low-budget campaign built around music videos featuring Son Tung M-TP, and later Soobin Hoang Son, together with micro-influencers, turned Hunter into a widely recognised sneaker in Vietnam.
- Parent founded: 1982
- Hunter launched: 2016
- Marketing slogan: Proudly made in Vietnam
Why it matters
Biti's Hunter is often cited as an example of a heritage domestic brand reinventing itself for younger consumers through culture-led marketing.
Frequently asked questions
Is Biti's Hunter Vietnamese?
Yes. Biti's Hunter is a sneaker line from the Vietnamese footwear company Biti's, made in Vietnam.
When was Biti's Hunter launched?
Biti's Hunter was launched in 2016.