“Ugly for a Reason” – with this provocative message, BIRKENSTOCK draws attention to its first global brand campaign — a three-part video documentary that shines a light on the human foot, raising the awareness of consumers all around the world on the importance of foot health and the role footwear plays to maintain it. The purpose-driven campaign is in the tradition of the lectures in which master shoemaker Konrad Birkenstock educated his peers in Germany and parts of Europe in the 1920s about diseases of the foot related to wrong footwear and the means to alleviate them
A tradition that was later to be continued by his son Carl Birkenstock and his grandson Karl.
Oliver Reichert, CEO of the BIRKENSTOCK Group: “Foot health is at the heart of everything we do at BIRKENSTOCK. This campaign has been developed to inform consumers about the marvels of the foot. The evolution of mankind is deeply grounded on the development of our feet. Without an upright walk the human species would not have survived. It is all the more surprising how little research has been done on the human foot. With our campaign, we want to stage the human foot – and address the role of proper footwear for our health. Most people are born with healthy feet and develop painful foot issues because the shoes we’re wearing are often too small, too narrow or have heels that are too high. We want to draw attention to this and enable consumers to make better-informed decisions – no matter which footwear brand they ultimately choose.”
