News Detail Press

Neustadt (Wied)/London ,
19.01.2017

BIRKENSTOCK defines the season with a renewed visual language

The German heritage brand kicks off a year of initiatives with a brand campaign for Spring / Summer 2017 by Dan Tobin Smith

A renewed focus on brand-defining styles put into a modern context by one of the leading creative talents is the visual statement for Spring / Summer 2017.

With the addition of an external team of Art Directors a journey to editorialize BIRKENSTOCK begins with the Spring / Summer campaign. A renewed visual language is defined by Dan Tobin Smith - he creates the still life photography for Apple among a list of clients.

Dan Tobin Smith has over a decade of experience working as a photographer specializing in installation and still life photography. His work has been commissioned by clients across the fields of fashion, music, publishing and advertising - from Numéro, Wallpaper*, Acne Paper and Document Journal; to Absolut, Alexander McQueen, Nike, Louis Vuitton and Johnnie Walker.

'We wanted to bring a focus to our key styles like the Arizona, the Gizeh sandals but also showcase our largely untapped closed shoes category' says Chief Marketing Officer Yvonne Piu.

A striking new layout deletes any unnecessary graphics, allowing for a sole focus on the product and branding that appears exclusively on the product itself. These iconic products do not require any claims or explanation. The campaign reflects on the wide appeal of BIRKENSTOCK. It will appeal equally to a younger client that has just discovered that the BIRKENSTOCK footbed and stylish shoes go together perfectly as well as the traditional client that has been a loyal BIRKENSTOCK wearer for many decades.

A confident, focused approach that sets the tone for a dynamic year ahead. BIRKENSTOCK has entered the Bedding / Home category at the furniture fair in Cologne this month, is set to launch an extensive NATURAL CARE cosmetics line later this year and will start to build a global press agency network in all key markets starting February 2017.

The BIRKENSTOCK Spring / Summer 2017 campaign will break internationally in March issues, including W Magazine, ELLE USA, NYT.com, WWD, CR Fashion Book, Fantastic Man as part of a new global partnership with Zenith Optimedia.

Press contact

Jochen Gutzy
Chief Communications Officer

Birkenstock Group B.V. & Co. KG
Burg Ockenfels
53545 Linz

Postal address:
Sedanstraße 4
D-50668 Köln

E-mail:mediabirkenstockcom

About BIRKENSTOCK

BIRKENSTOCK is a global brand which embraces all consumers regardless of geography, gender, age and income and which is committed to a clear purpose - maintaining foot health. Deeply rooted in studies of the biomechanics of the human foot and footed on a family tradition of shoemaking that can be traced back to 1774, BIRKENSTOCK is a timeless «super brand» with a brand universe that transcends product categories and ranges from entry-level to luxury price points while addressing the growing need for a conscious and active lifestyle. Function, quality and tradition are the core values of the lifestyle brand which features products in the footwear, sleep systems and natural cosmetics segments. BIRKENSTOCK is the inventor of the footbed and has shaped the principle of walking as intended by nature (“Naturgewolltes Gehen”).

With around 6,200 employees worldwide, we believe how things are made matters as much as the product itself. To ensure these quality standards, we operate a vertically integrated manufacturing base and produce all our footbeds in Germany. In addition, we assemble over 95% of our products in Germany and we source over 90% of our materials and components from Europe. We process our inputs to the highest environmental and social standards in the industry by operating state-of-the-art scientific laboratories for materials testing.

BIRKENSTOCK runs operational sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, Saxony, and Mecklenburg-Western Pomerania. Headquartered in Linz am Rhein, the BIRKENSTOCK Group also operates its own sales offices in the United States and Canada as well as in Brazil, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United Kingdom, France, Norway, the Netherlands, Dubai, Singapore and India.

Birkenstock Group B.V. & Co. KG Burg Ockenfels,
Linz am Rhein, Germany

You can find our online shop at www.birkenstock.com