BREATHE EASY

Geox launches its new #Start­breath­ing cam­paign with a help­ing hand from famed pho­tog­ra­pher Rankin. By Rachel Ang

Men's Folio (Singapore) - - Contents -

Geox launches its new #Start­breath­ing cam­paign that is shot by Rankin

For many, the idea of poise and cool is linked closely with the con­cept of be­ing grounded. In­deed, the last thing you would ex­pect from a per­son decked out in fash­ion­able and rather for­mal clothes is for him to leap into the air and con­tort his body into a po­si­tion that would cause the dis­ar­range­ment of his at­tire. Yet, that’s ex­actly what ac­com­plished pho­tog­ra­pher Rankin man­aged to cap­ture for Geox’s lat­est cam­paign. Star­ring model Maria Crit­tel and Bri­tish dancer Cameron Mcmil­lian, the re­sult is won­drously pow­er­ful.

The images per­fectly cap­ture the spirit of Geox’s lat­est cam­paign, which runs on the motto “To live life to its fullest, you need to #Start­breath­ing.” Nat­u­rally, this is to be ac­com­plished with the footwear that stands out amidst the flurry of fab­ric: the Ne­bula.

Util­is­ing cut­ting- edge tech­nol­ogy, the Ne­bula boasts an ad­vanced breath­ing mem­brane sole that pro­vides unique flex­i­bil­ity, cush­ion­ing, and ex­cep­tional breatha­bil­ity – Geox’s sig­na­ture con­cept – el­e­vat­ing the stylish shoes to icons of com­fort and func­tion­al­ity.

The Ne­bula’s em­pow­er­ment of move­ment is ex­pressed in Rankin’s work for Geox. “For me, this cam­paign is all about do­ing some­thing fresh and ex­cit­ing,” de­clares Rankin. “It feels in­vig­o­rat­ing to be part of tak­ing a brand in a bold new di­rec­tion, to grab an au­di­ence’s at­ten­tion and get them think­ing about Geox in a new way.” To­gether with the flu­id­ity and en­ergy ex­pressed in the’ grace­ful mid-air poses, this state­ment makes a strong ap­peal to peo­ple to break free of the chains of con­ven­tion and ap­proach life in a dif­fer­ent, health­ier way.

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