# Thread-Based Shoe Ads The Mizuno Waveknit Was Advertised with an All-Thread Ad Campaign By Ell Smith | Published 2018-05-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mizuno-waveknit References: [bestadsontv](http://www.bestadsontv.com/ad/94465/Mizuno-Mizuno-WaveKnit-String-Ads) & [momadesignstudio.org](http://momadesignstudio.org/) Competing with the likes of large corporations and sportswear retailers isn’t easy, which is why [MoMa Advertising](https://www.trendhunter.com/trends/everyday-sock) in Sao Paulo went great lengths in the promotion of the [Mizuno Waveknit](https://www.trendhunter.com/trends/enerzy-running-shoe) -- a [revolutionary running shoe](https://www.trendhunter.com/trends/adizero-evo-sl) made entirely of thread. In order to pay homage to the shoe, which appears as though it has been sewn by hand, MoMa Advertising created an all-thread ad that’s styled after “the maps and running tracks of the 3 most important cities that host the major running circuits in Brazil.” The all-thread ad was made entirely by hand, with each different scene being tied together by a string. In order to achieve complete authenticity, the design team had to test a variety of different textures and string sizes, eventually settling on the perfect combination. Image Credit: MoMa Advertising ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 61% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What's Driving This Trend - **Thread-based Advertising:** Disruptive innovation opportunity: Exploring novel ways to create ads using unconventional materials like thread. - **Handcrafted Promotion:** Disruptive innovation opportunity: Tapping into the trend of handcrafted advertising to create unique and memorable campaigns. - **Authentic Design:** Disruptive innovation opportunity: Incorporating authentic and artisanal elements into product design and advertising to resonate with consumers. ### Who This Affects Most - **Sportswear Retail:** Disruptive innovation opportunity: Integrating unique materials and handcrafted elements into sportswear promotions for a distinctive brand identity. - **Ad Agencies:** Disruptive innovation opportunity: Experimenting with innovative advertising techniques, such as thread-based ads, to create engaging and visually appealing campaigns. - **Shoe Manufacturing:** Disruptive innovation opportunity: Incorporating unconventional materials like thread in the production process to create innovative and distinctive shoe designs. ## Related on Trend Hunter - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Sneaker-Stealing Campaigns](https://www.trendhunter.com/trends/rob-it-to-get-it.md) - [Running-Inspired Global Campaigns](https://www.trendhunter.com/trends/run-as-one.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Vibrant Hand-Stitched Sneakers](https://www.trendhunter.com/trends/kuon-and-sashiko-gals.md) - [Animated Footwear Campaigns](https://www.trendhunter.com/trends/free-your-feet.md) - [Heritage-Driven Boot Campaigns](https://www.trendhunter.com/trends/red-wing-made-the-hard-way.md) - [Eyeball Motif Bulbous Sneakers](https://www.trendhunter.com/trends/enerzy-running-shoe.md) - [Bold Vibrant Running Sneakers](https://www.trendhunter.com/trends/takumi-sen-10.md)