Geox launches campaign to reposition brand

Footwear brand Geox has launched a new global campaign shot by photographer Rankin, which it hopes will reposition itself as a modern, premium lifestyle brand.

The #Startbreathing campaign blends fashion, wellbeing and life experiences together, to create an emotionally engaging view of the brand that it hopes will educate consumers about the benefits of Geox’s breathable sole, which will in turn encourage them to move, do more in life, and enjoy new experiences wearing their products.

Geox brought on Doner London as global creative partners for the campaign, who were given a clear brief to change consumer perceptions of the brand and open it up to new audiences, which is why world-renowned photographer and documentary-maker Rankin was tapped to direct the campaign, which will run across outdoor, press, online, social and interactive digital display video units.

The campaign includes a 60-second fashion film, a behind-the-scenes film, as well as brand manifesto and short pieces of shareable philosophy, which the brand hopes will reshape the brand as a global lifestyle business, as well as ads featuring models jumping in the air, all set to an exclusive soundtrack composed by Beatbox YouTube sensation Nicole Paris.

Geox launches campaign as part of five-year growth plans

Wake up without an alarm, let your natural glow illuminate your surroundings. The day is yours! #StartBreathinghttps://t.co/6GDrUDyhHY

— GEOX (@Geox) February 25, 2016

The campaign is part of Geox’s ambitious five-year plan to grow the business by 300 percent.

Giovanni Peracin, vice president of marketing worldwide at Geox, said: “Geox as a brand is on a journey from a rational, functional territory – the shoes with breathable soles – to something far more emotionally engaging. This shift in focus will open up new audiences and widen the brand’s appeal, helping the business achieve its five-year growth plan.”

Rankin, added: “Shooting the campaign was a lot of fun. There was a great energy all day. When you’re shooting a film all about movement and dance, you’ve got to crank the music up and have some fun.”

Image: Geox