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European footwear brand Mephisto is celebrating fifty years making the ultimate comfort/fashion shoe with the re-introduction of its Mephisto Originals collection. Addressing the age-old question, “Who walks in LA?” the campaign tagline simply responds: Mephisto Walks.

The tagline alludes not only to the craftsmanship that accounts for the Mephisto walking experience, but also to the attitude of Mephisto Originals.

“We are very excited about the re-launch of our original style,” said James Rowley, President/CEO of Mephisto USA. “Since 1975, this classic pattern has been a cornerstone of our brand and continues to have a cult following around the globe. With consumers nowplacing such a high premium on authenticity, the timing is perfect for us to reinvigorate this classic in modern materials and colors.”

The campaign was created via brand strategy and creative firm, Propeller 5, which specializes in fashion and footwear. Photographers Phil Knott and Gaelle Beller, along with Parkour artist-turned-filmmaker, Oleg Cricket, have all created content offering their interpretations of the notion that, “No matter how you get there…Mephisto Walks.”

“We drew on the collection’s emphasis on individuality, with a dose of attitude and irreverence, all the while stressing the importance of feeling great while making a statement,” said P5 CCO, Hersh Rephun. The product is durable, comfortable, and hip enough to accompany you wherever you go.” Sustaining the “Mephisto Walks” theme, Beller’s stylized still life photography blends movement and beauty with a sense of fun, while appealing to the brand’s core demographic.

Mephisto Originals are among the best-designed comfort footwear collections in the world. With 160 handcrafted operations, it is fitting and timely that the campaign sub-message of using one’s feet for walking (against a backdrop of Bird scooters and car culture) is in the present cultural zeitgeist.

The campaign launched with a VIP event on October 11 th at iconic indie shop Sportie LA’s infamous Influencer car-park on Melrose Avenue – one of the most ‘Instagrammed’ street art locations in the world (Colette Miller’s “Wings” is among the popular art on site). The interactive event included a unique green screen treadmill feature for guests to produce their own mini ‘walking films’ for social media, as well as live mural art by @gz.jr, a performance by Black Eyed Peas guitarist/producer George Pajon Jr, Andrew Cole (Colorblind), and internationally-renowned violinist KOI, with music by DJ SLOWLIKEWHOA. Notable guests included Christopher “Kid” Reid, Michael Evans Behling, Lyriq Bent, Rhuigi, Eric Ramirez, Jasmine White, Brandon Gray and Hugh Augustine.

The event was followed by a 4 -day Pop-Up Shop.

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