Shoe brand MBT turns to LDR London to expand reach

Innovative trainer company MBT has brought LDR London on board in a move designed to help it widen its brand bey­ond the fitness market.

MBT: to focus on style
MBT: to focus on style

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.’

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