UYN® launches SS22 footwear collection with new TV campaign

The Italian brand’s commercial aired in Germany and Austria on ProSiebens and ServusTV channels.

First launched in 2020, UYN® shoes are becoming increasingly popular in the global sneakers market, introducing new elements: the comfort of a sock, completely with seams, the performance of a functional shoe and the properties of natural materials such as Merino wool and Paper Cotton. For spring-summer 2022, the Italian brand has chosen to support the growth of this new segment in Germany and Austria with a television campaign involving the main broadcasters. Through a dynamic and original commercial, UYN® highlights the main features of its shoes: naturalness and freedom of movement provided by extreme comfort.

UYN’s TV campaign started in Austria on 4 April on ServusTV’s main channels and will run until 18 May with 140 commercials in the schedule. In the meantime, from 18 to 30 April, the UYN shoe ad will also be shown in Germany with 180 commercials on the ProSiebens Group channels from early morning to prime time.
With this strategy, UYN is aiming to secure an important media presence in two of the brand’s most important markets. To further support television advertising, digital and social campaigns were created to increase visibility and maximize coverage.

In collaboration with artist Vilija Vitkute

The UYN shoe commercial was made in collaboration with Lithuanian artist Vilija Vitkute, a two-time world champion of body painting. The video celebrates the inseparable bond between man and nature and the freedom of movement. The models, dressed only in UYN shoes, have been disguised in different natural settings using the painting technique of camouflage. Through the harmony of movement, the models emerge from nature highlighting the dynamism and lightness of UYN shoes.

New UYN collection: the comfort of a sock, the performance of a shoe

The focus of the new UYN ad is on the models of the spring-summer 2022 collection, which reinterpret the brand’s style while keeping its exclusive principles. UYN shoes are made entirely in Italy using an innovative construction technique that, starting from the sock, allows the creation of an elastic, ultra-breathable and zero-seam upper. From conception to production, the entire process takes place in the headquarters of Asola (Mantua Province, Italy), meeting the strictest standards of quality and respect for the environment.

Among the highlights of the new collection are the UYN WASHI shoes made from Paper Cotton. This 100% sustainable yarn is created by combining Japanese washi paper, derived from Manila hemp, with cotton. The result is an exceptionally light, natural and comfortable shoe. UYN ECOLYPT shoes use the properties of the Eucalyptus plant to provide an exceptional feeling of natural comfort. UYN ZEPHYR is the highly breathable model made using the bio-based yarn NATEX, derived from castor beans: 25% lighter than traditional nylon, 50% faster to dry and anti-odour. Finally, the UYN NATURE TUNE shoes, made of merino wool, stand out for their advanced temperature regulating properties that make them perfect for wearing in all seasons.