Vivobarefoot’s new campaign is not just about shoes. It’s about feeling. It begins with a simple, powerful idea: “Free Your Feet.” This is a call to break away from the artificial comforts of modern life: the thick soles and narrow shapes that have quietly reshaped our feet and disconnected us from the earth.

The brand argues that somewhere along the way, footwear lost its purpose. Our ancestors made shoes to protect their feet, not to numb them. Today, many shoes act like rubber straitjackets: rigid, cushioned, and isolating. The result? While humans are born with 95% healthy feet, 77% of us develop foot problems over a lifetime. Vivobarefoot designs footwear to work the way feet evolved to move: natural, connected, and free. Their thin, flexible soles restore sensory connection to the ground. Scientific studies show that wearing them can increase foot strength by 60% in just six months.

But this is about more than strength. It’s about waking up. As founder Galahad Clark says, “You were made to feel everything.” To grip dirt, to move over uneven ground, to be a creature with instincts—not a cog in a machine. Freeing your feet is the first step toward freeing your whole self.

The campaign is also a call to act. Over 20 billion pairs of shoes are made each year, and most end up in landfills. Freedom means choosing better, supporting brands that strive for a regenerative future.

Check out the campaign images below: