International supermodel Miranda Kerr fronts global Reebok’s Skyscape shoe spot via DDB NY

Perth expat creative director Matt Eastwood has cast international supermodel Miranda Kerr in its new Reebok Skyscape commercial via DDB New York.

Created using new materials and techniques for a feeling of unparalleled comfort, the international style icon kicks off a global integrated marketing campaign for the shoe, which is so comfortable, you’ll forget you have it on.

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An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.  

A fully integrated marketing campaign featuring style icon Kerr,will launch the shoe, which hits retail outlets globally in March. With TV, print, retail, PR an digital components, the campaign works on all channels to demonstrate the way Skyscape feels and will have women everywhere wondering about the shoe that’s so comfortable, you’ll forget you have it on. Both the film and static elements of the campaign playfully center on this idea and were brought to life by legendary fashion photographer Gilles Bensimon, who captured the static imagery, and famed music video director Dave Myers who shot the TVC.

Says Kerr: “I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality. My Skyscape shoes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit.”