Sep 13, 2019 | By WGSN Insider
Nov 27, 2017
You know the score when it comes to a sneaker campaign, there’s an athlete running along the mountains, or across a dirt track, or finishing up a gym session. Well, it seems that sneaker brands are changing up the traditional format at the moment choosing instead to focus on the raw materials in each shoe. Texture, softness, and play are being encouraged over grit, wellness and performance.
Below are three great examples that we’ve seen of this lately.
Adidas Originals, Sneakersnstuff and the design duo Wang & Söderström created this stunning campaign that focuses more on what the shoe is made of rather than what it can do. Speaking to the site It’s Nice That, Wang & Söderström explained the creative process:
“We wanted to zoom in to the shoe on a macro level and to tell a story about the material qualities in a playful way. We didn’t want the campaign to be a technical demonstration, we wanted it to show the diversity of materials in the shoes and how they interact with each other. We wanted to show how the perception towards one material can change depending on what material sits next to it.”
“The 3D photography feels way more artistic than your average look book, and helps showcase the sneaker in a more unusual setting than it is traditionally seen in, proving that the sneaker is not a one dimensional product,” say WGSN’s editor of footwear and accessories Dan Bisson.
Finally, footwear brand nat-2™ which is based out of Germany has created a sneaker made out of wood. The unisex shoe uses wood that, according to the website is “applied to organic cotton and engraved in a way that the material bends and becomes soft and flexible like a fine nappa leather. The feel is very smooth and fine, while you can smell the wood and see the tree’s natural texture.” The campaign shows the shoe against a wooden backdrop, with Instagram-worthy styling that you would expect from the brand which profess to combine art and footwear to create innovate products that go beyond what you see in your average sneaker store.
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