Shoe supplier Birkenstock has developed a three-part video documentary dedicated to the human foot. The provocative title “Ugly for a Reason” aims to raise awareness among consumers around the world of the importance of foot health and the role that shoes play in it.
“Feet are the foundation of our entire body. They enable us to stand, walk and run. Every day we naturally rely on our feet to carry us where we want to go – without asking ourselves what we expect from our feet and how we can keep them healthy,” comments Oliver Reichert, CEO of the Birkenstock Group, in a message.
What role did feet play in evolution?
“With our campaign, we are bringing foot health and the role that our shoes play in it to the attention of a broader public. We hope that this will help consumers make better-informed decisions when choosing their footwear,” adds Reichert.
The first episode looks at the role feet played in human evolution and the importance of foot health. The episode explores various activities in which feet play an important role, such as running and dancing. Medical drawings and animations provide additional information, as do contributions from Carol Ward, professor of pathology and anatomical sciences at the University of Missouri, and Benno M. Nigg, biomechanics expert and founder of the Human Performance Laboratory at the University of Calgary.
How important are foot shape and position?
The second episode “Finding Our Feet” is all about the tradition of foot health training by master shoemaker Konrad Birkenstock in the 1920s. She also examines the multifaceted relationship between our feet and the rest of our body, examining how the shoes we wear affect our entire body – from our posture to our extremities.
Ballerina Romany Pajdak tells how she only became aware of her feet through dancing and learned to understand them. Samantha Tross, the first black specialist in orthopedics in the United Kingdom, also has his say. Based on her experience in treating competitive athletes and special clinical pictures, she sheds light on the importance of foot shape and position as well as the treatment of foot diseases.
How important are the right shoes?
The third episode, “Stepping into the Details”, which will appear in mid-October, deals with the question of what role functional design, quality and responsibility play in foot health.
The paid content campaign, created in partnership with The New York Times and its content studio T Brand, is viewable on the newspaper’s website and the Birkenstock website.