Since Christopher McDougall’s book ‘Born to Run’ became a bestseller in 2009, barefoot running has became a growing movement across the globe. Barefoot running promotes minimalist footwear with the argument that it reduces injury, conserves energy and improves running technique.
Vivobarefoot was launched in 2004 by manufacturer Terra Plana and offers minimalist shoes with ultra-thin puncture-resistant soles.
Mercieca has won the retained consumer account for the brand following a pitch process and replaces incumbent agency Canoe PR.
As part of the remit, Mercieca will work to raise the profile of the Vivobarefoot brand in running media as well as educating consumers about the benefits of the barefoot movement through specialist sport, lifestyle and national press.
The agency has also been tasked with driving consumers to The Vivobarefoot Experience, the brand’s new barefoot concept store in Covent Garden.
Mercieca has traditionally been recognised for trade comms, but the agency has made a drive into consumer in 2011, having picked up consumer briefs for clients including pastry brand Ginsters of Cornwall and Cobra-Puma Golf.
Last month, the London-based agency continued its push into consumer PR with the appointment of Charles Mitchell-Heggs as business director from Ogilvy Action.
Commenting on the appointment, Mercieca’s PR director Gemma Oakes said: ‘Consumer PR & Sport remains a growing area of our business, and we are confident that we will deliver a successful campaign for Vivobarefoot.’
In August this year, Brandnation was appointed by Primal Lifestyle to handle the UK PR and media for its minimalist footwear brand, Vibram FiveFingers. The agency was tasked with capitalising on the growing trend of barefoot running and promoting the entire range of Vibram's specialist barefoot running shoes.