“Ugly for a Reason” – with this provocative message, BIRKENSTOCK draws attention to its first global brand campaign – a three-part video documentary that shines a light on the human foot, raising the awareness of consumers all around the world on the importance of foot health and the role footwear plays to maintain it. The purpose-driven campaign is in the tradition of the lectures in which master shoemaker Konrad Birkenstock educated his peers in Germany and parts of Europe in the 1920s about diseases of the foot related to wrong footwear and the means to alleviate them – a tradition that was later to be continued by his son Carl Birkenstock and his grandson Karl. Continue reading