Vivobarefoot, a manufacturer of barefoot shoes, announced the launch of its Off-Road campaign – a collaborative effort involving a new line of shoes designed in the mountains of Sweden, specifically for rough terrain. It includes the new collection, a video series created with elite athletes and an apparel partnership with Iffley Road, a U.K.-based running wear brand.
Through this campaign, Vivobarefoot is encouraging consumers to reconnect with nature. The company is doing so by launching the Fall/Winter line of barefoot foot-shaped shoes, designed with the thinnest possible sole, allowing for maximum sensory feedback. The line, which includes the new Primus Trail Soft Ground (SG), Primus Trail Firm Ground (FG) and the Hiker, can withstand rough terrain, inspiring people to spend time outdoors, pursue adventure in nature and reconnect with their roots. The Primus Trail Soft Ground is the company’s first shoe, designed specifically to give great traction on soft, muddy trails. It’s also designed to perform in the growing swim-run market. The new line is available for pre-order and sale now.
To tell the story and showcase the importance of the new line, Vivobarefoot created a video series that highlights four elite athletes experiencing different senses in nature. Videos will be released once a week for the next four weeks, starting on September 26, and will available for viewing on vivobarefoot.com and social channels.
In addition to the new line, the Off-Road campaign kicks off the company’s partnership with Iffley Road, a U.K.-based apparel company that specializes in running gear. As part of the partnership, Vivobarefoot plans to extend its philosophy (ancient wisdom with modern technology) to a lifestyle and performance clothing line. The clothing will be moisture wicking, fast drying and eco-friendly. It will be made in the Vivobarefoot red and designed to allow unrestricted movement.
“We’ve always believed in shoes letting feet do their natural thing, and our new collection creates another opportunity for people to reconnect with nature and go off the grid in the most intense terrains,” said Galahad Clark, founder and MD of Vivobarefoot. “In addition, we’re thrilled to have the opportunity to take our passion for reconnecting people with their noble human past to a lifestyle apparel brand. The Iffey Road partnership is a great collaboration and we look forward to seeing what adventures our customers are inspired to go on.”
The apparel line will consist initially of t-shirts and vests, following the design of the Vivobarefoot elite team kit. It will be available for sale starting in December on vivobarefoot.com and iffeyroad.com. There are plans to further expand the partnership with Iffley Road in 2017.
“As passionate runners ourselves, who stick to the trails whenever we can, we naturally share Vivo’s vision of reconnecting with nature,” said Bill Byrne, co-founder of Iffley Road. “For the Elite team we wanted a strong look which would stand out during races and, hopefully, on the podium. The resulting distinctive chevron is derived from the angles in Vivobarefoot’s trademark hexagons and represents a natural evolution from our “Cambrian” striped topscollection.”
