Case study - Urban Jungle

Brand Overview

Urban Jungle is a renowned lifestyle and streetwear brand, founded in Naples, Italy in 1993, with a focus on premium sneakers and streetwear culture. Originally a local sneaker store, the brand has grown to establish a strong presence in Southern Europe, North Africa, and the Middle East, becoming synonymous with exclusive sneaker releases, limited editions, and authentic street culture. The brand’s evolution into a global lifestyle destination was driven by a strategic transformation that reshaped its identity, retail presence, and customer experience.

Strategic Transformation: 2018–2023 

In 2018, Urban Jungle faced a turning point. Recognising the potential for growth and global recognition, the founders, Gianluca Salute and Alfie Borg, brought in Pablo Rivera and myself to help steer the company’s transformation. We recognised that the brand needed to evolve from a local sneaker store to a global lifestyle brand, merging street culture with premium product offerings and a redefined retail experience.

As Investor, Advisor, and Non-Executive Board Member, I played a pivotal role in guiding this transformation by applying my expertise in branding, market expansion, and strategic partnerships.

Working alongside the founders and the Bureaux Brand agency, we implemented a comprehensive 4 P’s strategy (Product, Price, Place, and Promotion) to ensure that Urban Jungle reached its full potential.

Product:

Together with Bureaux Brand, we revamped the product line to include exclusive sneaker collaborations, limited-edition releases, and curated selections from top brands. This added a level of exclusivity and premium quality that attracted sneaker enthusiasts, fashion-conscious consumers, and lifestyle buyers alike.

Price:  

We repositioned Urban Jungle as a premium yet accessible brand, curating the most exclusive, limited-edition fashion and lifestyle pieces from across the globe ensuring that the products appealed to both streetwear fans and high-end consumers. By balancing competitive pricing with the perception of luxury, the brand was able to attract a wider audience while maintaining exclusivity.

Place:

We launched a new flagship store in Madrid, a new market for the brand to embody the brand’s evolution, featuring a modern, industrial-chic aesthetic that appealed to its young, fashion-forward customer base. We went on to launch flagships in France, and Naples, Morocco and Malta. We expanded the brand’s online presence and worked on creating an omnichannel experience that connected in-store and e-commerce sales.

Promotion:

My role involved leveraging my network and experience in brand development to craft a targeted marketing strategy. We worked on developing a strong digital presence, focusing on social media engagement, influencer partnerships, and content-driven campaigns to elevate the brand’s story. This helped Urban Jungle attract attention from major brands and high-profile influencers.

Strategic Leadership and Influence 

One of the key moves during the transformation was bringing in Hans van Willige as Non-Executive Chairman. Hans brought with him years of experience at Nike EMEA and Converse, giving the brand the credibility needed to engage with Nike and other high-profile partners.

Co-founder Alfie, having worked closely with Hans, knew that Hans extensive knowledge of the industry along with his network could play a significant role in securing critical brand partnerships, including collaborations with Nike, which in the end allowed us to amplify the brand’s appeal and raise its profile within the competitive streetwear and sneaker market.

Exit and Focus on New Ventures

In 2019, after successfully guiding Urban Jungle through its strategic transformation and seeing it on the path to long-term success, Pablo Rivera and I decided to exit the business to focus on our own ventures. At the time, 3INA Cosmetics was gaining significant traction, and we wanted to devote more time to building 3INA into a leading global cosmetics brand. Our work at Urban Jungle had laid the foundation for a new era, and we were excited to leverage the insights and experiences gained from Urban Jungle’s success to drive forward our future projects.

Our departure from Urban Jungle allowed us to shift our attention fully to 3INA, Reset Vitamins, and other ventures in our portfolio, where we continued to apply our expertise in branding, market expansion, and strategic partnerships to scale our businesses globally.

Community Engagement and Social Responsibility

Urban Jungle's commitment to the community remained a central part of its ethos. I advised on the redevelopment of the Bagnoli playground, an initiative that transformed an abandoned court into a vibrant community space for youth, art, and sports. This project helped build stronger ties with the local community and reflected Urban Jungle's commitment to social responsibility and youth empowerment.

International Expansion and Brand Recognition 

Under the new strategic direction, Urban Jungle expanded its presence to multiple locations across Europe, North Africa, and the Middle East, tapping into new, untapped markets. We also saw significant growth in global e-commerce, where Urban Jungle became a sought-after destination for premium sneakers and streetwear.

Sustainability Initiatives

I also advised on the brand's sustainability initiatives. Urban Jungle began incorporating eco-friendly production and sustainable materials in its collections, which appealed to the growing segment of conscious consumers. These initiatives helped position Urban Jungle as a responsible fashion brand, appealing to consumers who are increasingly prioritizing sustainability in their buying decisions.

The Role of TAIU in My Advisory Work

The strategic transformation of Urban Jungle is a perfect reflection of the services I offer today through my advisory business, TAIU. As an experienced entrepreneur, investor, and non-executive board member, I provide hands-on, practical advice that goes beyond traditional consulting.

At TAIU, I specialize in:

Brand Transformation: Guiding businesses through the process of rebranding, refining their market positioning, and developing a unique value proposition that resonates with today’s consumers.

Market Expansion & Partnerships: Helping companies expand into new markets and build strategic partnerships, as I did with Nike and other brands for Urban Jungle. 

Operational Expertise: Offering practical advice on operational strategies, from retail experience design to product innovation.

Investment Strategy: Using my experience as an investor to identify and secure investment opportunities and funding sources for growing businesses.

I help entrepreneurs and growing companies to successfully scale, expand, and build brands that have a long-lasting impact in their industries. The Urban Jungle transformation showcases how TAIU expertise can support brands in reaching their full potential through innovative strategies, strong leadership, and strategic partnerships.

Conclusion

Urban Jungle’s successful transformation from a local sneaker store in Naples, Italy to an internationally recognised lifestyle brand reflects the power of strategic leadership, branding, and community engagement. My involvement as an investor, advisor, and non-executive board member played a key role in guiding the brand’s growth and positioning, leveraging my experience and network to help Urban Jungle thrive in a competitive market. This case study is a testament to the value of hands-on advisory work that brings real-world results, a core service offered through TAIU.