Birkenstock Embraces Its Reputation for Unstylish Footwear

A new campaign with The New York Times addresses foot health


Birkenstock, the shoe brand known for comfortable yet arguably aesthetically unpleasing footwear, wants the world to know the ugly truth behind its iconic styles and the importance of foot health. 

That’s why the brand kicked off “Ugly for a Reason,” its first global paid content campaign with T Brand Studios, the content arm of New York Times Advertising. The effort includes “How Feet Made Us Human,” the first installment of a three-part documentary available on both the Times’ and the brand’s websites. 

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