BIRKENSTOCK
x Tom Sellers

Canoe designed an engaging two-day campaign centred around two high-profile events. The first event took place at the BIRKENSTOCK Studio in Shoreditch, London, which served as an exclusive takeover to launch the Professional line. Bringing together influencers, press, and tastemakers from the food and drink industry, the event featured a product installation, DJ sets, and catering by Restaurant Story, Tom Sellers’ renowned restaurant.

The second event was an intimate VIP dinner at Restaurant Story, where key figures from the culinary world and friends of the brand were treated to an immersive dining experience, curated by Tom Sellers. This setting allowed guests to experience BIRKENSTOCK’s professional footwear in a relaxed yet elevated context, reinforcing the brand’s focus on quality, comfort, and durability.

The campaign achieved significant visibility and engagement:

• Reach: 2.7 million across social media and event coverage.
• Coverage: 42 media placements.
• Attendees: 89 influential guests, including top-tier influencers from the food and drink sector, such as @johnnymeatless (200k followers) and @ollie_eats (163k followers).

The launch events were highly successful, blending the worlds of fashion, functionality, and food to position BIRKENSTOCK as the footwear of choice for professionals who demand the best. The partnership with Tom Sellers brought credibility and attention to the campaign, strengthening BIRKENSTOCK’s association with artisanal quality and professional expertise.

By leveraging Tom Sellers’ authentic connection to the brand and his renowned culinary expertise, BIRKENSTOCK successfully embedded itself within the professional community. The campaign demonstrated that the brand’s products go beyond casual wear, offering comfort and support in high-pressure environments. This collaboration helped elevate BIRKENSTOCK’s professional line, positioning it as a top choice for those who prioritise both function and style in their work.