Vibram:“Long Lasting Confidence”

With its global “Long Lasting Confidence” campaign, Vibram has chosen to place durability – that is, the ability to maintain performance over time – at the heart of its narrative. This is not an entirely new concept, but rather the evolution of a value that has been part of the brand’s technological DNA since its inception, and which today takes on an even deeper meaning in its relationship with people, expressing not only a sole’s resistance to wear and tear but also the certainty of being able to rely on its reliability, step by step.

The fact that durability is a crucial factor in purchasing decisions is confirmed by a recent market survey conducted by the company amongst more than 10,000 consumers in seven key countries, including the United States, the United Kingdom, France, Germany, Brazil, China and Japan. The survey reveals that as many as 8 out of 10 respondents consider durability to be an important or decisive factor when choosing footwear, ranking it just behind comfort, which remains at the top of their overall preferences.

Looking in more detail at consumer expectations, this requirement takes on specific forms depending on the context of use, starting with the world of outdoor activities and trail running, where durability is the primary feature sought by 31.6 per cent of enthusiasts and translates into the promise of long-lasting performance – essential for covering long distances. In the world of work and safety within the Work & Safety range, where the percentage rises to 35.9 per cent—confirming it as the top priority for those working in demanding conditions—the concept instead becomes synonymous with unbreakability and heavy-duty construction, offering extreme durability to ensure consistent and safe performance even in the most gruelling situations. This central importance is also evident in the realm of traditional sporting performance, where durability goes hand in hand with the demand for stability for 31.6 per cent of respondents, whilst in everyday life the concept takes the form of ‘durable comfort’ – a perfect balance that combines everyday comfort with a shoe designed to stand the test of time.

“The research findings confirm a distinctive feature deeply rooted in Vibram’s heritage: durability – understood as the ability to guarantee long-lasting performance – is one of the attributes most strongly associated with the brand by consumers who are familiar with its history. This value complements equally well-established aspects of our identity, such as stability, comfort, grip, support and traction – all of which reflect Vibram’s ability to deliver safety and performance in all conditions and on every type of terrain,” emphasises Paolo Manuzzi, Global General Manager at Vibram. “This is a significant accolade, reflecting decades of research, innovation and technological development, and providing us today with a solid foundation on which to continue strengthening Vibram’s positioning. With this new campaign, we aim to highlight this very heritage, placing a concrete and distinctive value at the centre for our consumers and for the future of the brand.”

Building on a history spanning more than 80 years of innovation in rubber, Vibram is thus broadening the horizons of durability, transforming it into a promise of mutual and enduring trust that enables products to retain their original characteristics and allows people to enjoy their activities to the full. To convey this philosophy, the brand has planned a major global campaign launching in October 2026 across markets in Europe, the United States, China, Japan and Australia, developing the narrative through three short 15-second videos distributed across digital channels such as Meta, YouTube and TikTok, accompanied by an in-depth feature on the official Vibram.com website, thereby continuing to evolve its brand identity around the ability to design performance built to last.