Produced by T Brand, the content studio of The New York Times Advertising, the paid content campaign will be published on nytimes.com, BIRKENSTOCK.com and all other online channels from the global lifestyle brand and inventor of the insole. The first episode of the campaign will air on July 1, 2022. The campaign will be supported by a media activation initiative throughout the four-month campaign period, making the foot visible in every corner of The New York Times through a launch takeover in print and online displaying the higher purpose that BIRKENSTOCK has served for nearly two and a half centuries: foot health.
Olivier ReichertBIRKENSTOCK Group CEO: “Foot health is at the heart of everything we do at BIRKENSTOCK. This campaign was developed to educate consumers about the wonders of the foot. The evolution of mankind is deeply rooted in the development of our feet. Without a straight walk, the human species would not have survived. It is all the more surprising that little research has been carried out on the human foot. With our campaign, we want to put the human foot in the spotlight – and address the role of a good shoe for our Most people are born with healthy feet and develop painful foot problems because the shoes we wear are often too small, too narrow or have heels that are too high. We want to draw attention to this and empower consumers to make better – informed decisions – whatever shoe brand they ultimately choose.”
HOW FEET MAKE US HUMAN: WHAT ROLE DOES THE FOOT PLAY IN EVOLUTION?
The opening chapter of the series looks at the role feet play in evolution. Another important aspect is the importance of foot health. The first episode shows different activities in which the feet are used, using shots of runners and dancers, highlighting how our feet are our only inherent mode of transportation. Medical diagrams and spectacular foot animations cast an educational light on the video. The documentary includes insightful interview footage taken from conversations with the two eminent scientists Carol Wardcurator of paleontology at the University of Missouriand Benno M. Niggprofessor of biomechanics at University of Calgary.
EPISODE 2 WILL LAUNCHE ON AUGUST 11EPISODE 3 ON SEPTEMBER 21
The second episode (“Finding Our Feet”) examines how to prepare for the future of foot health, through the lens of BIRKENSTOCK’s legacy in orthopedics. It will be published on August 11, 2022. The third episode (“Getting into the Details”) examines why functional design, quality and accountability are important for foot health. The last episode of the series will be launched on September 21, 2022.
SOURCE Birkenstock Group BB & Co. KG