18.08.2022
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BIRKENSTOCK EXAMINES THE FUTURE OF HEALTHY FEET WITH THE LAUNCH OF THE SECOND EPISODE OF THE PAID CONTENT CAMPAIGN “UGLY FOR A REASON” ON NYT.COM
"Finding Our Feet", produced by T Brand Studio, explores the intricate relationship between our feet and body and the importance of foot health
Linz am Rhein (Rhineland-Palatinate)/London, August 18, 2022 – "Ugly for a Reason" – the three-part video documentary created by BIRKENSTOCK to shine a light on the marvels of the human foot and educate audiences worldwide on the importance of foot health, returns today with its second episode, “Finding Our Feet.” The second installment takes an in-depth look at the future of foot health, through the lens of BIRKENSTOCK’s heritage in orthopedics. Produced by T Brand, the content studio of New York Time Advertising, the ad campaign is available on nytimes.com, BIRKENSTOCK.COM and all other online channels of the iconic brand and inventor of the footbed.
In the tradition of training courses from master shoemaker Konrad Birkenstock in the 1920s, “Finding Our Feet” explores the intricate relationship between our feet and body and how the choice of footwear impacts everything from our posture to our limbs. The episode opens with inspiring footage of world-renowned ballet soloist Romany Pajdak dancing en pointe, a form of expression that involves the whole body. As a ballet dancer, feet are Romany’s main vehicle of expression – and the foundation of her professional career – and she takes viewers along on her journey of finding and understanding her feet through dance. Additionally, the episode features expert advice from Samantha Tross, the first black female orthopedic surgeon in the United Kingdom. Drawing from her experience treating athletes and special conditions, Samantha illuminates on the importance of foot shape, position and addressing foot conditions.
Oliver Reichert, CEO of the BIRKENSTOCK Group: “The second episode of “Ugly for a Reason” details the higher purpose BIRKENSTOCK has served for almost two and half centuries: foot health. Feet are the foundation of our entire body, allowing us to stand, walk and run. Every day we depend on our feet to take us where we want to go - without asking ourselves what we are putting our feet through and how to maintain foot health. Our goal with this campaign is to continue the important conversation around foot health and healthy footwear to empower consumers to make better-informed choices.”
Episode three (“Stepping into the Details”) will investigate why functional design, quality and responsibility are important for foot health. The third and last episode of the documentary will premiere mid October 2022.
Links:
https://www.nytimes.com/paidpost/birkenstock/finding-our-feet.html
https://www.birkenstock.com/us/ugly-for-a-reason/
About BIRKENSTOCK
BIRKENSTOCK is a global brand which embraces all consumers regardless of age, social and educational background, ethnicity or gender 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 5,500 employees worldwide, the fast-growing family business in its sixth generation is one of the oldest still active companies with German roots and one of the largest employers of the industry. BIRKENSTOCK manufactures almost exclusively in its own production facilities, which goes hand in hand with a high level of transparency and control over its manufacturing conditions. BIRKENSTOCK products are sold in over 100 countries on all continents.
BIRKENSTOCK runs 16 operational sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, Saxony, and Mecklenburg-Western Pomerania, where a new plant is currently being built with investments of EUR 120 million. 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, China, Hong Kong, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United Kingdom, France, Norway, Dubai and India.
Since 2021, the company is majority owned by L Catterton, the world's largest growth investor focused on the consumer goods industry, and Financière Agache, a holding company controlled by Agache, the holding company of the Arnault family.
Birkenstock Group B.V. & Co. KG
Burg Ockenfels, Linz, Germany
You can find our online shop at www.birkenstock.com
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
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