We’re on a treadmill driven by the grindstone our noses have been against since before we can even remember. The world demands that we be goal oriented, assertive, and driven, but even the hardest charging Type A personalities learn that they need to mellow out if they don’t want to burn out.
Enjoy things at a comfortable pace. Take a break and
Become Type Birkenstock.
Activations
Step into the View
Birkenstock has helped countless pairs of feet wander into finding hidden gems all over the world. We’ll emplace molded bronze Birkenstocks to mark some of these locations as an invitation to slow down and smell the roses.
Stories from the B-Side
Birkenstock’s Instagram will start a new story feed highlighting unique, off-the-beaten-path locations that only Type Birkenstocks would be able to find. From the charming diner in flyover country to the cabinet of curiosity museum in city hall, Birkenstock is determined to find the hidden gems in everyone’s neighborhood.
B There
Birkenstock’s B There app will allow users to mark and share their own Type Birkenstock locations with other users. Just snap a picture of the place and the Birkenstocks which brought you there. Other users can visit and rate each other's discoveries in the app’s digital passport.
Birkenstocks
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Strong Towns
In partnership with Strong Towns, Birkenstock will convert certain busy streets into car-free zones, populating them with popup retail, farmers’ markets, and live entertainment. Our cities should be places we enjoy wandering around, and that starts with making them comfier and more lively places to stroll through.
Journey to Your
B-Side
In collaboration with Headspace, Birkenstock’s walking meditations will help you relax and enjoy the process of getting to the new you, a single step at a time.
Birks X Uber
We’ve all gone travelling and realized our shoes are killing us.
We’ll deliver a rental pair of Birks pronto to give your feet a break. Return them later with the included shipping label or keep them and the shoes will be yours when the rental period ends.
Copywriter: Joshua Kim