Footwear specialist Vivobarefoot continues its mission to reconnect people with the natural world through barefoot movement. The brand has launched a new female-focused initiative and campaign, ‘Just Try And Stop Us’, with a “bold and empowering campaign challeng[ing] outdated footwear norms and celebrates women reclaiming their natural strength, one step at a time”.
At the heart of the initiative is Unbound, a short film directed by filmmaker Becky Hutner (Fashion Reimagined) and produced by Oscar-nominated Melissa Robledo (Food, Inc.). The film tells the story of women breaking free from restrictive footwear and “embracing the joy, power, and freedom of barefoot movement”.
‘We’ve come this far in shoes that work against us — imagine where we could go barefoot’ is the campaign’s message. Further, the campaign is about “challenging conventions, stepping into our power, and rediscovering the incredible potential of our bodies when we move naturally”.
Through the campaign, Vivobarefoot invites women to rethink what’s ‘normal’ when it comes to footwear.
“Traditional shoes weaken feet over time, restricting natural movement and strength. By going barefoot, women can reclaim the resilience, agility, and confidence that have always been theirs.
The campaign launch coincides with International Women’s Day (8 March), “reinforcing Vivobarefoot’s commitment to championing female empowerment and well-being”.
Unbound will be showcased across the brand’s platforms and via exclusive screenings.
