AXEL ARIGATO TAKES CREATIVITY TO THE STREETS WITH ‘FOOTNOTES’ – AN IMMERSIVE CELEBRATION OF STYLE AND SOUND
Axel Arigato introduces Footnotes, an immersive new campaign that transforms everyday city streets into living stages where music, dance, and design collide. Fusing rhythm, motion, and street culture, Footnotes celebrates the brand's core and refreshed footwear silhouettes - worn, moved in, and brought to life through spontaneous creative expression. The campaign serves as a vivid reminder of Axel Arigato's connection to music and its ongoing desire to make art accessible and grounded in real community.
From the shuffle of dancers to the pulse of live music, each moment is powered by a selection of Axel Arigato's most iconic sneakers: Dice, Clean 90, Orbit, Slow Runner, Clay, and Area. These silhouettes have become wardrobe essentials - intwined themselves into the beat of everyday life:
Dice: Evolves a brand classic, refreshed with modern colourways, materials and new stitch branding.
Clay: Now offered in unisex sizing, known for its contemporary take on 80s court sneakers.
Clean 90: An Axel Arigato original: A timeless fan-favourite from the brand's founding that remains synonymous with versatility.
Slow Runner: A new low-profile favourite, expanded with new pastel colourways.
Orbit: The retro inspired, high platformed sneaker iterated in new shades and suedes.
Shot up close, handheld, and from unexpected angles, the campaign visuals echo the feeling of stumbling upon live music on a city corner - unfiltered, raw, and electric. The camera captures each beat, slide, and step with intimacy, drawing the viewer into the energy of the scene.
At the centre of this expression are artists including Tyrone Isaac Stuart, whose rich, layered soundscapes set the tone; Pike Ogilvy, whose rhythmic drumming grounds the experience; and Yasemin Junqueira, whose genre- fluid artistry pushes the boundaries of form. A further ensemble of movement artists bring physicality to the story, animating the sneakers through performance, and using the body as a living canvas.
Running alongside the visual campaign, Axel Arigato will bring Footnotes to life with a guerrilla-style series hosted outside its global flagship stores from August to September. These Footnotes Street Performances unite a diverse lineup of musical talent across disciplines, transforming familiar urban corners in cities like London, Paris, and Berlin into spontaneous, open-air stages. The series reflects the brand's commitment to bringing campaigns beyond the screen and into real space - offering joyful, had-to-be-there moments that invite public participation and foster connection through shared experience.
"Like our core footwear styles, creativity is universal, a shared language that speaks to everyone. Music is part of that language, belonging in public where it can inspire, rather than be hidden away. With this campaign, we celebrate creative expression at street level through a mix of artistry. It's about democratising art, making it visible and accessible, and bridging generations through music, movement, and our footwear in motion." - Jens Werner, Creative Director at Axel Arigato.
With Footnotes, Axel Arigato reaffirms its place at the intersection of fashion, culture, and community. It's a vivid, wearable tribute to artistry that moves us and the sneakers designed to move with it.
About us
Founded in Sweden in 2014, Axel Arigato is intrinsically grounded in culture, community, and craft. Driven by curiosity, the brand has consistently connected its approach to the rhythm of what is happening in the wider world, looking to a contemporary society for both purpose and inspiration. It presents diverse collections of elevated and wearable footwear and ready-to-wear, fusing together Scandinavian minimalism with unexpected, contemporary design. The brand has ten physical stores in six countries, as well as a network of over 250 wholesale partners and retail concessions. Axel Arigato is committed to fostering connections beyond the conventions of commerce - creating global real- world moments of curiosity, community and entertainment.
E-Mail: greg.french@axelarigato.com / +44 7361 580161
