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.
BIRKENSTOCK is a global lifestyle brand with a universal, inclusive relevance that embraces all consumers regardless of age, social background, ethnic origin and/or gender. BIRKENSTOCK is the inventor of the footbed and is committed to a clear purpose: foot health. The company's shoemaking tradition can be traced back to 1774. Deeply rooted in orthopedics, the brand stands for superior functionality, the commitment to craftsmanship, uncompromising quality and the promise of an ultimate product experience. Boundless well-being - the brand transfers this concept to shoes, sleep systems and natural cosmetics.
With 5,500+ employees worldwide, this traditional, sixth-generation family-run business is also one of the German footwear industry’s biggest employers. BIRKENSTOCK was already using the term “footbed” in the 1910s, giving it the meaning which is commonly understood by consumers all over the world to this day – as a synonym for outstanding comfort when walking and standing. By the early 1970s, BIRKENSTOCK had become a global player. 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.
Manufactured in Germany, the sandals are sold in more than 100 countries on all continents. BIRKENSTOCK also has a growing range of closed shoes, children’s shoes, and occupational footwear, as well as specialist products for orthopedic retailers, socks, bags, and belts. In 2017, BIRKENSTOCK added sleep systems and natural cosmetics (BIRKENSTOCK NATURAL SKIN CARE) to its portfolio of products. BIRKENSTOCK has 16 sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing enterprise 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.