MBT makes shoes with in-built instability, which it claims helps wearers with issues such as back pain and instability. The shoes were invented by a Swiss engineer called Karl Müller in the 1990s.
Sarah Jones, a senior account executive at LDR London, said:
‘We will have a whole range of advocates to promote the message, including health specialists and opinion leaders in lifestyle. This will include a focus on people who are frequently on their feet.’
The agency won the year-long brief, which covers both consumer and b2b comms, after a three-way competitive pitch. The drive to be seen as a shoe for all occasions comes as the brand launches two new collections this year.
Ben May, MBT UK MD, said: ‘This is an exciting year for the brand and an opportunity to re-educate our target audience on the benefits of wearing MBTs.’