# Foot Health Sandal Campaigns Birkenstock Debuts New Three-Part Documentary, 'Ugly for a Reason' By Niko Pajkovic | Published 2022-07-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ugly-for-a-reason References: [prnewswire](https://www.prnewswire.com/news-releases/ugly-for-a-reason-birkenstock-launches-its-first-global-paid-content-campaign-on-nytimescom-301579539.html) & [birkenstock](https://www.birkenstock.com/ca/?gclid=CjwKCAjwq5-WBhB7EiwAl-HEkvFivM0ePRtcUJT30gAUOhyDFKRAtf6m76qLGvJt7mR4U4k9dpa6SxoCKgAQAvD_BwE) German footwear brand [Birkenstock](https://www.trendhunter.com/trends/birkenstock-3) has launched a new marketing campaign called 'Ugly for a Reason,' which focuses on the history of the human foot. The new campaign arrives in the form of a three-part video documentary that centers on feet and the importance of foot health. The documentary was produced by New York-based content studio T Brand. The campaign aligns with [Birkenstock's origins](https://www.trendhunter.com/trends/birkenstock-care-essentials-body-care), as the brand's founder and master shoemaker Konrad Birkenstock used to lecture in Germany about diseases of the foot. ""Foot health is at the heart of everything we do at BIRKENSTOCK. This campaign has been developed to inform consumers about the marvels of the foot. The evolution of mankind is deeply grounded on the development of our feet. ," said Oliver Reichert, CEO of the [BIRKENSTOCK Group](https://www.trendhunter.com/trends/new-care-essentials). Image Credit: Birkenstock ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 94% | Activity: 97% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Foot Health Awareness:** Opportunity for developing innovative health and wellness products that prioritize foot health. - **Brand Storytelling:** Opportunity for businesses to use storytelling as a marketing strategy to communicate the origins and values of their brand. - **Short-form Video Marketing:** Opportunity for businesses to use bite-sized video content to market products and services in an engaging way. ### Industries Being Reshaped - **Footwear Manufacturing:** Innovate manufacturing processes to develop highly comfortable footwear products that prioritize foot health and are sustainably made. - **Healthcare:** Develop new health and wellness products, services, and technologies that prioritize foot health and educate consumers about the importance of foot health. - **Marketing and Advertising:** Develop innovative marketing and advertising strategies that incorporate storytelling and short-form video content to communicate the values and origins of a brand and engage consumers. ## Related on Trend Hunter - [Sandal Brand Skincare Launches](https://www.trendhunter.com/trends/new-care-essentials.md) - [Beautifying Foot Care Collections](https://www.trendhunter.com/trends/birkenstock-3.md) - [Animated Footwear Campaigns](https://www.trendhunter.com/trends/free-your-feet.md) - [Luxurious Sandal Brand Skincare](https://www.trendhunter.com/trends/birkenstock-new-care-essentials.md) - [Authentic Footwear Campaigns](https://www.trendhunter.com/trends/crocs-wonderfully-unordinary.md) - [Heritage Brand Boot Ads](https://www.trendhunter.com/trends/well-worn.md) - [Luxurious Ergonomic Footwear](https://www.trendhunter.com/trends/1774-line.md) - [Footwear Brand Heritage Books](https://www.trendhunter.com/trends/book-of-birkenstock.md) - [Stylistic Footwear Campaigns](https://www.trendhunter.com/trends/make-your-way-campaign.md)