Neustadt (Wied)/Paris ,
BIRKENSTOCK is a truly universal brand; worn all over the world, by all parts of society, regardless of status, age, gender or race. The concept of quality and function, health and wellbeing are translated in its iconic footwear and new categories that express the lifestyle associated with the brand.
Following a series of portraits with the likes of Ryan McGinley, Luna Truffaut and Nobel Prize Winner Thomas Südhof, the campaign continues the collaboration with photographer Jack Davison.
The concept remaining identic – authentic personalities, captured in their own environment without any styling or briefing. Indivi- duals shot in their very own Birkenstocks, their favorite pair – convinced wearers.
For the 2019 campaign, British photographer Jack Davison visited personalities in New York and Somerset, UK to continue a timeless ever-growing portfolio for BIRKENSTOCK.
A well-worn Birkenstock becomes part of the daily life of their owner for many years, they become part of your story. Again, no current product is featured in the campaign, sending a reminder about the importance of being one’s authentic self.
‘The campaign is a highly personal take on one’s relationship with a Birkenstock sandal, the point being that we don’t need to convey a commercial message but express our appreciation of the loyalty and authenticity of some of our key customers. Those that genui- nely live in Birkenstocks’ says CEO Oliver Reichert.
The campaign continues to grow a timeless portfolio. The new portraits show Jack Davison doing a self-portrait with his dog. Legendary Grace Coddington, is captured at home in her favorite pair in New York.
Founders of i-D Magazine Terry and Tricia Jones were shot in their Somerset barn with their Madrid and Arizona sandals. Further portraits are set to appear in December issues for this longterm campaign that is set to appear in global print titles.
BIRKENSTOCK is a global lifestyle brand with a heritage in iconic footwear, rooted in the creation of the BIRKENSTOCK footbed that can be traced as far as 1774. The notion of quality and function guides the brand in all its actions and across categories. The concept of all-round wellbeing is developed into footwear, sleeping systems and Natural Cosmetics, increasingly translating the lifestyle vision of the brand heritage. With more than 4,300 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. Manufactured in Germany, the sandals are now 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. The company is headquartered in Neustadt (Wied). BIRKENSTOCK has 13 sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing family-owned enterprise also operates its own sales offices in the United States and Canada as well as in Brazil, China, Hong Kong, Japan, Denmark, Spain, the United Kingdom and Dubai.