Birkenstock Embraces Its Reputation for Unstylish Footwear

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. Featuring experts discussing the evolution of the human foot, with (pardon the inevitable pun) footage of the many ways dancers, runners and everyday people put their feet through extremes, the campaign seeks to raise awareness of the need for proper foot care and how Birkenstock has made that cause its sole purpose since it was founded nearly two-and-a-half centuries ago. “Foot health is at the heart of everything we do,” said Birkenstock Group CEO Oliver Reichert in a statement. “This campaign has been developed to inform consumers about the marvels of the foot.” In fact, Reichert said the evolution of humankind is rooted in the development of feet. “Without an upright walk, the human species would not have survived,” he added. “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 consumers' attention to this and enable consumers to make better informed decisions—no matter which footwear brand they ultimately choose.” Despite its status as the “ugly duckling” of the footwear industry and unintended reputation as the shoe of choice among the granola set, Birkenstock reportedly sells 25 million pairs a year. The sixth-generation family business—now owned in part by a holding company backed by the Arnault family of LVMH—continues to innovate while maintaining its core design and orthopedic ethos. Having introduced skincare to its portfolio in 2017, the company recently partnered with cult surfer brand Stüssy, along with high-fashion labels including Valentino, LVMH-owned Christian Dior and Carrie Bradshaw favorite Manolo Blahnik to create limited-edition collaborations under its 1774 Birkenstock label. The campaign, which launched July 1, will also run on the brand’s social channels, and will be further supported by a print and online media activation designed to “make the foot visible in every corner of The New York Times,” according to the company. Parts two and three of the four-month campaign will focus on the future of foot health and investigate the functional design of the brand’s shoes. They will launch on Aug. 11 and Sept. 21, respectively. It’s Official: Skinny Jeans Are Out, Wide-Leg Denim Is In