Footwear retailer and manufacturer Geox this week launched its spring/summer ad campaign.

The theme of the campaign focuses on its Italian heritage, made famous by its “Geox breathes” patented system. This design technology is pivotal to the campaign.

The ads highlight Geox shoes playing star roles. For example, the video race commercial presents the boy’s footwear line in virtual reality with two boys preparing for a competition. Consoles in hand, the boys are sucked into the video game to compete in a race with obstacles that rise when their feet sweat too much. The girls footwear ad shows a colourful dance, with lights and sounds of a disco.

Geox has flagship stores across the world and distributes through department stores and independent retailers.