• by Aaron Baar , April 1, 2013

Rockport looks to show that dress shoes can be both comfortable and light, with a new campaign showcasing how light and versatile its new line of shoes (which include Adiprene from Adidas sport shoes) can be. 

The new effort showcases the company’s “Style Made Comfortable” ethos through video and photography of people performing acrobatics and trampoline stunts while wearing Rockport shoes. One video for the Truwalk Zero shoes show a pair of feet lifting off from a white background, while on-screen text reveals the shoes weight only 9.35 ounces.

“The intent of this campaign is to combine the two elements of the brand; one is the metropolitan style, and the other is the engineered comfort,” says Dani Tschuemperlin, chief marketing officer of The Rockport Company, in a behind-the-scenes video of the campaign. “Through the technology we put in the shoes, we want our customers to move, not only in the physical sense, but also in the idealistic sense.” 

The “Lightness” campaign will include social, digital, and PR elements. The company will also conduct a “Lightness Challenge,” an in-store initiative through which customers can weigh their current shoe against a similar Rockport shoe. If the customer’s current shoe is lighter, they will receive 20% off the Rockport shoe.