Geox, long synonymous with “the shoe that breathes”, faced the challenge of overcoming outdated associations tied to functionality alone. To truly connect with today’s consumers, the brand had to evolve, shifting its focus from how its technology worked to how it makes people feel good and look good. By blending unmatched comfort with effortless style, Geox redefined itself as a brand that inspired wellbeing and confidence. This evolution culminated in the decision to partner with Penelope Cruz, a global icon of elegance and approachable charm, perfectly embodying the brand’s refreshed vision. With a dynamic 360° rollout, including store takeovers and engaging social teasers, the campaign achieved remarkable results: a strong increase in women’s sales, a decade-younger female customer base, an 86% boost in editorial value, and a 12% uplift in ad recall.