Vivobarefoot has launched its Fall/Winter 2026 campaign, Weird More. Free Your Feet, celebrating the growing movement of people rejecting conventional thinking in favour of a more natural way to move. The campaign starts from an uncomfortable observation: the human foot is one of the most advanced pieces of movement technology ever created, and the shoe industry has spent decades ignoring it. Toes crushed and called support. Padding stacked and called performance. Feet lifted off the ground and sold as progress.
At the heart of the campaign is a film that looks unlike a conventional outdoor ad. A pair of Vivobarefoot Primus Trail Knit walks through a living wilderness, greeted by a cast of hand-crafted puppets, a groundhog, a mushroom, a deer, a fish, an eagle, and a snail, created by Claudia Brugnaletti, whose credits include Wes Anderson’s Isle of Dogs. The film builds to a reveal featuring NFL wide receiver Mack Hollins, known for arriving barefoot to stadiums and trusting his own experience over convention. It closes on the message: Feel More. Flex More. Weird More. Free Your Feet.
“Normal got us here: feet weakened by the very shoes that promise to protect them, and a footwear industry that calls that progress,” said Galahad Clark, co-founder and CEO of Vivobarefoot. “Weird has always been a label given to people willing to question the status quo. With Weird More, we’re celebrating those people. Mack Hollins represents that spirit perfectly.”
“People have called me weird for the way I do things,” said Hollins. “But being barefoot feels right, and allows me to perform at my best. If that is weird, then I will gladly choose weird every time.”
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For Issue 28, TRANSPARENCY, we explore the shifting relationship between what is revealed and what remains concealed, questioning ideas of authenticity, identity, vulnerability, and self-expression in an increasingly exposed world.
