Aerosoles’ new brand vision is coming into focus.
Launching for fall 2025 is the American Exchange Group-owned footwear company’s first full expression of Aerosoles’ brand evolution under the direction of president and chief brand officer Jimmy Gabriel, who joined the label last year.
Dubbed “Move Beautifully,” the concept of the campaign is simple – show footwear doing what it was made for, movement, but deliver it in an abstract, aspirational, and poetic way while capturing each subject’s natural personality and emotions.
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“As a 38-year-old brand, we felt that now was time to really amplify the message of Aerosoles,” Gabriel told FN in an exclusive interview. “This is especially important because we have this new generation of consumers coming to the brand and discovering for the first time. And when I saw what Fabiana [Rigamonti, Aerosoles’ head of design] was doing for fall of 2025, almost every shoe had this idea of comfort, flexibility and confidence across categories. That’s something that is really important to the brand. And I used that to bring the legacy of Aerosoles forward.”
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Gabriel added that casting for this campaign, which was shot by photographer Matthew Sprout, was centered around a group of women of varying ages shown in real life rather than posed moments.
“As I mentioned, Aerosoles serves a wide range of age ranges now,” Gabriel noted. “So, one of the things we needed to do for this campaign was show that we are multi-generational, and that’s why we have more than just one model in the photos.”
It was also important for the brand to cast three different “real people” that are on the move. The executive noted that one of the models in the campaign is a dancer, another is a yoga instructor, and the other is an opera singer.
“In the campaign, we make sure to talk about their stories, their life, and what movement means to them, because at the core, a shoe is meant for moving from point A to point B,” Gabriel said. “And movement is the center theme of this campaign.”
This new campaign comes as Gabriel and his team have spent the last year developing new product, relaunching the brand’s website and making sure to have a consistent identity across platforms while unifying brand storytelling across campaigns, digital, and social touchpoints.
“We are not your mother’s Aerosoles anymore,” Garbiel declared. “We are multi-generational, and we have something for everybody. And now it’s time to really move onto what’s next. We’re going to end up with a great 2025, and we’re going to end up with an even better 2026.”