Starring Hollywood legend Jane Fonda, the new “Born to be a Super-Star” campaign video takes viewers on an adrenaline-fueled journey, celebrating those who take risks, dream louder, and redefine the possible, the Italian footwear company noted.

Designed in 2007, the Super-Star was the first Golden Goose sneaker to feature the brand’s now ubiquitously distinctive star. Born from a visit to Venice Beach, the Super-Star draws inspiration from the local skate scene, blending the simplicity of a 1970s derby upper with the rugged wear and tear of a skateboarder’s shoe.

Joining Fonda in the campaign is an impressive cast of trailblazers featuring Australian skateboarder and two-time Olympic gold medalist Keegan Palmer, Italian Paralympic athlete and Inclusive Padel Tour founder Alessandro Ossola, American restaurateur and entrepreneur Joe Bastianich, and renowned fashion stylist Cristina Ehrlich.

Golden Goose noted that each cast member brings their unique stories to the campaign, showcasing the universal appeal of the Super-Star sneaker. The campaign is the first of many celebratory moments of the brand’s 25th anniversary, Golden Goose added.

This new campaign comes one month after Golden Goose gained a new minority investor in Blue Pool Capital. In January, the Hong Kong-based family office set up by Joe Tsai, cofounder and chairman of the Alibaba Group, acquired a 12 percent stake in the Italian company. Funds advised by Permira will retain a majority investment in Golden Goose.

Permira acquired a majority stake in the brand in 2020 to accelerate its growth through direct-to-consumer channels, in particular online and retail, and diversify its product assortment.

 “We warmly welcome Blue Pool Capital as a strategic partner in our journey to redefine luxury,” Silvio Campara, chief executive officer of Golden Goose, said at the time. “This partnership reflects the strength of our brand and the incredible global community of Dreamers we have built.”

Campara touted the expertise of Blue Pool and “their deep connections” in the U.S. and in the Asia-Pacific region, as well as “their impressive portfolio in sports investments,” which will contribute to “push the boundaries of our dream. Together, we will accelerate our growth through innovation while continuing to deliver unique, authentic experiences to our community.”

Since 2020, Golden Goose has more than doubled its revenues and built a community of over 1.8 million customers. Golden Goose is present in the Americas, Europe, the Middle East and the Asia-Pacific region, with more than 200 stores and an online and wholesale distribution network.

Following its much talked about Super Bowl commercial on Sunday, On is back with Sesame Street’s Elmo for a new campaign aimed at empowering runners of all skill levels.

Called “Soft Wins,” the Swiss athletic company describes the new ad spot as “Elmo challenging the ‘go-hard’ mentality of running” with the goal to “inspire runners with the idea that a softer, more balanced approach can be just as powerful.”

On said that it teamed up with filmmaker Daniel Wolfe to create the campaign’s hero film that aims to blend documentary-style visuals with Elmo’s playful energy. On noted that the film aims to showcase “genuine run culture” and to challenge the idea that success must stem from struggle, with Elmo sparking thoughtful conversations through gentle questions like, “Elmo likes soft. Could that win?” Candid stills by photographer Samuel Bradley accompany the film.

“As a performance-driven brand, we wanted to challenge the idea that success in running is defined by intensity alone,” Alex Griffin, chief marketing officer at On, said in a statement. “When thinking about who could embody the spirit of softness, Elmo and his kindness and compassion – not to mention his soft, red fur – immediately came to mind. With Elmo at the heart of ‘Soft Wins,’ we’re encouraging runners to embrace self-compassion, community, and personal growth.”

To bring this message to life, On added that it has collaborated with Sesame Workshop, the nonprofit behind Sesame Street.

On Cloudsurfer 2

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“Sesame Street is committed to empowering the young and young-at-heart with strategies to help build resiliency and promote emotional well-being,” Jen Ahearn, senior vice president of global strategic partnerships and themed entertainment at Sesame Workshop, added. “We’re thrilled to be a part of On’s campaign that encourages runners of all types to try their best, support each other, and celebrate everyday joys with friends, families, and the wider community.”

In addition to the campaign, On is debuting its new Cloudsurfer 2 sneaker. Described by the company as its “softest-ever running shoes,” the style features CloudTec Phase technology, a computer-optimized midsole that allows each “cloud” to collapse sequentially, creating a smooth, rolling sensation with every step. The new sneaker also features a breathable, engineered mesh upper and a durable outsole for impact absorption.

The new Cloudsurfer 2 sneaker will launch in tandem with the campaign on Thursday in several colorways, including glacier/ivory and glacier/limelight as featured in the campaign. The shoe will launch alongside On’s spring/summer 2025 run collection of apparel.

This latest campaign follows On’s Super Bowl commercial that starred Roger Federer alongside Elmo. The spot showed Federer and Elmo playfully clearing up any confusion around On’s brand name and logo in a “memorable way.”

The spot shows a bill counter sorting through $100 bills featuring Durant’s face while the machine’s display shows his career point total climbing. His per-game average of 27.2 points remains static on the display, and once the 30,000 mark has been hit the money is removed and the tagline “No money like Easy Money” appears.

Durant has long used the handle “Easy Money Sniper” on his social channels, and Nike has also released special-editions of his sneakers tied to the moniker. The KD 17 “Easy Money” just released in January, in fact, and features a multi-color upper printed with a collage of monetary motifs.

Ending his night with a career total of 30,008 points, Durant put up 34 points in the Phoenix Suns loss to the Memphis Grizzlies. Next above the 15-time NBA All-Star and two-time champion on the list of the league’s top-scorers is Wilt Chamberlain, who sits at 7th all-time with 31,419 points. The remaining six players who’ve reached the 30,000 mark are — in ascending order of total points — Dirk Nowitzki, Michael Jordan, Kobe Bryant, Karl Malone, Kareem Abdul-Jabbar and LeBron James.

Durant’s newest signature sneaker, the Nike KD 18, will make its debut over the weekend for the NBA All-Star Game as part of the “Black Label” collection. Just 1,988 pairs have been made to commemorate his birthday.

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.

According to the organization, it has donated 11 million pairs of shoes through its partnership with DSW Designer Shoe Warehouse parent company, Designer Brands Inc.

Soles4Souls noted that it began its partnership with DSW in 2018 with the aim to donate millions of shoes to people in need while also supporting sustainability efforts through shoe repurposing and redistribution programs. The 11 million pairs donation milestone equates to one pair of shoes donated to Soles4Souls for every five pairs of shoes sold at DSW, the footwear organization noted.

“Soles4Souls is continually inspired by the incredible passion Designer Brands and their customers show in helping provide shoes to those who need them most,” Buddy Teaster, president and chief executive officer of Soles4Souls, said in a statement. “Their support has been instrumental in the impact we’ve achieved as an organization, and we deeply appreciate the generosity of our partners and their amazing customers.”

Amy Jo Donohew, executive vice president and chief human resources officer at Designer Brands added that “giving back is at the heart” of what the company aims to do. “Partnering with Soles4Souls allows us to make a real difference in the world,” Donohew said. “Thanks to the generosity of our customers and the dedication of our team, we’re able to support communities around the world in a meaningful way and extend the lifecycle of shoes in the process.”

Looking ahead to Valentine’s Day, DSW is asking customers to “Give Shoes, Give Love” in support of its partnership with Soles4Souls. By donating new or gently used shoes, shoppers can help provide footwear to those in need, the retailer said.

Soles4Souls shoe donations are accepted at any of Designer Brands’ more than 600 DSW Designer Shoe Warehouse and The Shoe Co. stores across North America.

These donations from customers and partners like Designer Brands Inc. support the four main programs of the Soles4Souls mission: 4Opportunity, 4EveryKid, 4ThePlanet and 4Relief.

Cue “Un Air de Paris,” the brand’s spring 2025 campaign conceived by creative director Gherardo Felloni set in Paris and photographed by Marcin Kempski.

It’s not surprising that the images are fronted by the brand’s Parisian muse Inès de la Fressange, but in a nod to the younger and future customers of the brand, she is flanked by her daughters, Violette and Nine D’Urso.

Respecting the international scope of the brand, award-winning Chinese actress Xin Zhilei also appears in the campaign.

“Paris is more than a city—it is a way of being, a rhythm, an attitude, a state of mind. Paris is Roger Vivier’s identity, shaping not only the refinement we stand for but also the way we tell our story. This campaign is a love letter to that identity, to the women who embody it. It celebrates a vision of femininity that is independent, with strong personality and effortlessly graceful,” Felloni told FN.

“Inès de la Fressange, with her innate sense of style, is the epitome of timeless Parisian allure, but this campaign is not about nostalgia—it is about continuity, evolution. We have a long-standing relationship built on admiration and creative collaboration. As the face of the Maison, she embodies the effortless confidence and distinction that define Roger Vivier, making her presence in this campaign not just natural, but essential,” continued the designer. “Her daughters, Nine and Violette, represent a new chapter: independent and modern. Violette, as a writer, brings a reflective, creative depth; Nine, as an actress and entrepreneur, moves through the world with a quiet confidence. Together, they reflect a generational dialogue—proof that Parisian charm is not frozen in time, but something that reinvents itself with each new voice.”

Wrought-iron staircases, checkered marble floors  and decorated wallpaper serve as the backdrop to the images, lensed in the gilded salons of an antique Parisian palazzo. But the D’Urso sisters also pose on the Pont Alexandre III, showcasing crystal encrusted mini-bags as well as high-heeled sandals with an iconic ‘boule’ heel inspired by the Maison’s archive.

“I was fortunate to meet Roger Vivier in the 90s, when he invited me to give my opinion on a prototype of a shoe he had designed, I was touched that he asked for my input,” said de la Fressange. “I have always admired the way he combined extravagance with simplicity: he reinterpreted traditional forms, twisting them to bring them into the modern era, just like Gherardo Felloni continues doing today. As an ambassador and advisor to Maison Roger Vivier, my role has evolved over the years, and it now consists of preserving the essence of the brand while bringing my personal vision to it, as the ‘guardian’ of its legacy.” 

The  Belle Vivier slingback — in different color-block combinations — and the newly released Belle Vivier bag, inspired by 1930s travel luggage, with its bold buckle, the Efflorescence Jewel Handle bag, and the signature I Love Vivier pumps  appear as the main accessories, but there is also a standout intricately embroidered raffia gilet.

“When I think of Paris, I feel that this city, with its rich history, allows me to grow both culturally and personally,” said Nine d’Urso. “I constantly say that I want to leave, yet I stay, I return, and I grow more attached to it each time. When I think of fashion, I think of Roger Vivier, with which I’ve somewhat grown alongside. What I admire about the Maison is its unique ability to reconcile history with innovation.” She recently portrayed Colette in the mini-series “Cristóbal Balenciaga,” and Carole in “Suspended Time.” Currently, she is performing on stage in “Dom Juan” and working on an art project titled “Les Flacons de Nine.”

Her sister Violette published her debut novel, “Même le bruit de la nuit a changé,” in March 2023 with Éditions Flammarion and is working on her second book as she pursues Medieval Studies at NYU Gallatin.

“My mother has worked with Maison Vivier since I was 4 years old, and my memories of the brand go back as far as I can remember,” Violette said. “As a child, I was always fascinated by the world of fashion, and it seemed magical to me that she worked for this house. I remember her pink office, decorated with artwork and photos of the personalities she admired. I think the first thing I learned about fashion was that Monsieur Roger Vivier invented the modern stiletto heel. Today, the creative director of Roger Vivier is Gherardo Felloni, an Italian whose unique spirit and creative vision I admire. What I particularly appreciate about him is his ability to infuse new energy into the house while respecting its heritage.”

Zhilei is also a brand ambassador, named last June, and is known for her performance in the TV series “Blossoms,”  and last year she made her theater debut in the play “Prima Facie,” winning the Best Leading Actress Award at the 32nd Shanghai Magnolia Stage Awards.

Instead of reigniting a perpetually hot label in Jordan Brand, Nike is looking to the prevailing trend of the present — and the future — with a timely celebration of female athletes. The new clip is highlighted by WNBA stars Caitlin Clark, A’ja Wilson and Sabrina Ionescu along with Olympic gold medalist gymnast Jordan Chiles, track and field sprinter Sha’Carri Richardson and current world No. 1 tennis pro Aryna Sabalenka. 

First reported by The Wall Street Journal, Nike’s first Super Bowl spot in nearly three decades was created by Portland advertising agency Wieden+Kennedy, which has produced some of the brand’s most memorable ads. Clocking in at 90 seconds, the clip is three-times as long as normal Super Bowl commercials. The clip is set to Led Zeppelin’s 1969 single “Whole Lotta Love” and is narrated by Grammy-winning rapper Doechii. 

“You can’t make demands,” Doechii says in the video. “You can’t be proud. You can’t keep score. You can’t stand out…Whatever you do, you can’t win. So Win.”

The ad, dubbed “So Win,” is accompanied by the launch of a new Nike T-shirt. The “So Win” Just Do It T-Shirt features Clark, Wilson, Ionescu, Chiles, Richardson and Sabalenka, along with college basketball stars Paige Bueckers and JuJu Watkins and soccer pros Alexia Putellas and Sophia Wilson.

Priced at $45, the multi-star shirt is available now from nike.com. Additional T-shirts featuring Clark, Ionescu and Wilson individually have also been revealed and are advertised as “coming soon.” T-shirts picturing the remaining athletes will be unveiled in the coming weeks.

“Women’s sport isn’t the future, it’s right now,” Ionescu said in a press release. “We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before. Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”

While Nike has aired ads in various capacities during sporting events over the years, the company’s last Super Bowl commercial aired all the way back in 1998. That clip featured athletes including NBA Hall of Famer David Robinson, WNBA Hall of Famer Lisa Leslie and Olympic runners Michael Johnson and Suzy Hamilton. The 60-second spot featured the athletes seemingly in the nude — an aspect which caused NBC to request camera adjustments be made. 

Nicole Hubbard Graham, chief marketing officer at Nike, told The Wall Street Journal that the brand is looking to “get back to athletes over algorithms,” hinting at an increased focus on sport instead of performance marketing — something newly appointed Nike CEO Elliott Hill has also suggested.

A’ja Wilson’s Nike Basketball Shoes During Her 2024 WNBA MVP Season: Photos

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The “Rockstar” artist offered an endorsement for the shoes in a video posted to Bud Light’s social media. He says, “Essential for a back yard party is a pair of these bad boys here. Stylish, breezy. Stay swaggy and comfy at the same time.”

Post Malone wore the brand’s Gaston sandals, which retail for $60, with a pair of calf-length white socks, jean shorts and a short sleeve button-down. The shoes are a fishermen-inspired closed-toe style featuring a leather and faux leather upper.

Given his footwear, it’s fitting that Post Malone asks in the Super Bowl commercial, “You want to go fishing tomorrow?” to Shane Gillis, who responds with “I got a colonoscopy tomorrow.”

The men are then invited to a neighbor’s party, and Post Malone and Gillis subsequently invite other neighbors by shooting Bud Light cans out of leaf blowers. Set to the tune of “The Power of Love” by Huey Lewis and the News, the cul-de-sac party becomes the place to be. Peyton Manning is among the stars featured in the advertisement.

Post Malone would appear to be a fan of comfort-focused footwear brands, considering he is also a brand ambassador for Ugg. He starred in a men’s campaign called “Lead a Horse” for the brand in 2024 and hosted an event at Ugg’s Feel House in November to celebrate the opening of the Los Angeles space.

According to the Swiss athletic brand, the new spot shows Federer and Elmo playfully clearing up any confusion around On’s brand name and logo in a “memorable way.”

Alex Griffin, On’s chief marketing officer, noted that the concept for the ad comes as the company looks for new and inspiring ways to stand out as a sportswear brand as it continues to grow.

“This starts with our logo, which, while simple, is often amusingly misread as ‘QC’— something we’ve long wanted to clear up in a fun and memorable way,” Griffin said. “What better way to do this than during one of the most-watched sporting events in the world, alongside our longtime partner Roger Federer and Sesame Street’s Elmo—a beloved icon we’ve also been working with on our next run campaign centered around softness. Stay tuned for more.”

Federer, who is an investor in the brand, loves the idea of a lighthearted approach to explaining the company’s logo. “I think it’s great! The fact that people sometimes misread the On logo as ‘QC’ is something we’ve laughed about for years, and honestly, I’ve always thought it would be fun to make an ad to finally clear it up,” Federer said. “So why not embrace it with humor and personality? Having Elmo call it out makes it even better—it makes the brand feel approachable and fun while still creating a moment that people will remember.”

The tennis champ added that even though this is a lighthearted ad, there is a lot of thought behind it. “I think people will enjoy seeing this mix of sport, humor, and culture all come together,” Federer added.

On’s ad comes as the company has doubled down on a robust marketing strategy – often tapping big names such as Zendaya and FKA Twigs. And it was thanks in part to its partnership with Zendaya and its strong presence at the Paris Olympics this summer, that On Holdings continued to outperform in its recent third quarter earnings, notching a record in both net sales and profitability.

Net sales for the Zurich-based brand in Q3 increased 32.3 percent to 635.8 million Swiss francs. The jump was fueled by a significant increase in the company’s direct-to-consumer sales which were up 49.8 percent to 246.7 million Swiss francs over the prior year. DTC sales now account for 38.8 percent of the company’s overall business. Wholesale sales also increased in the quarter, up 23.2 percent to 389.1 million Swiss francs.

Look for On’s new commercial starring Federer and Elmo on Sunday, Feb. 9 during the Super Bowl.

In addition to co-branding with the iconic Texas Longhorns logo in Dick’s marketing campaigns, the retailer noted that the sponsorship includes prominent student-athlete influencer marketing activations through name, image, and likeness (NIL) collaborations, including game sponsorships across various Longhorns sports, and activations at Bevo Blvd.

With the agreement, the retailer added that Longhorn student-athletes from various men’s and women’s sports will have an opportunity to promote the Dick’s brand through in-store appearances and unique content on various social media channels and the Longhorn Network (LHN) streaming platform.

Drew Martin, executive senior associate athletics director for the University of Texas, said in a statement that the new partnership comes amid Dicks’ history of supporting collegiate merchandise programs.

As further part of the deal, Dick’s said that it will be featured as the game sponsor on numerous occasions for Longhorn men’s and women’s basketball, baseball, softball and volleyball throughout the remainder of the 2024-25 athletics year and beyond. During Texas football home games at Darrell K Royal-Texas Memorial Stadium, Dick’s will serve as the presenting sponsor of Hook ‘Em Herd, a pre-game experience which gives kids the chance to run the length of Campbell-Williams Field in front of more than 100,000 Longhorn fans before kickoff.

What’s more, on-site activations will allow Dick’s to connect with students and fans alike on the famed Bevo Blvd on game days. In the offseason, Dick’s will serve as the presenting sponsor of the Texas football coaches’ clinics for high school coaches across the state.

“Now through this sponsorship with the University of Texas, we are excited to enhance that relationship and deliver more Longhorns-branded product to our fan base locally here in Austin as well as throughout Texas and the United States,” Martin said.

“We are really excited to sponsor the University of Texas Athletics,” said Mark Rooks, vice president of creative, entertainment and sponsorships at Dick’s Sporting Goods, added. “Austin is home to one of the best fan bases and some of the most elite athletes in the country. We look forward to making meaningful connections within the community, celebrating with Longhorn Nation and working with Texas’ student-athletes through a multitude of different NIL opportunities.”

Emily Ratajkowsi returns to her starring role in Kurt Geiger’s latest campaign.

According to the UK footwear and accessories brand, its spring 2025 campaign, dubbed “Kurt’s Motel,” is shot by photographer Laura Coulson in Palm Springs, Calif. for a sun-drenched, mid-century getaway inspired by the glamorous vacations of the 1950s and ‘60s.

In a series of images and videos, Ratajkowsi can be seen in the brand’s latest shoe and bag offering. For its footwear assortment this spring, Kurt Geiger is focusing on statement-making shoes, including the 1960’s-style Chelsea scarf platform with a stripey espadrille heel or the ombré pom-pom ankle tie stiletto.

The collection includes everything from studded gladiator sandals to flatforms and moccasins with pom-pom details, the brand said. Also new for spring/summer is the Islington runner, a sleek retro style sneaker that comes in mix-and-match metallics, animal prints and sun-drenched candy colors.

As for bags, the company is utilizing a vibrant retro color palette with pops of turquoise and coral alongside hints of more mellow brown and yellow. This can be seen in the signature Kensington flap bag, which is reinvented with styles featuring a giant ombre chain, a demure top handle alongside pieces adorned with a kaleidoscope of sequin flowers or jewels, strawberry-strewn blue and white tweed, pink patterned crochet or whip-stitched yellow print denim. The Kensington shopper, which comes with a detachable clutch, has also been retooled in wooden beads.

Summer accessories are also featured in the campaign, including metallic strawberry leather bag charms, psychedelic, tropical or paisley print swimwear, patterned kaftans and bucket hats, oval and cat-eye sunglasses and colorful gold jewelry.

“Summer has arrived at Kurt’s Motel bringing Palm Springs vibes and Kurt Geiger glam,” Rebecca Farrar-Hockley, chief creative officer of Kurt Geiger, said in a statement. “This season I’m beyond excited to unveil a collection for the woman who, like Emily, knows who she is, knows what she loves, and dresses to be seen. In true Kurt Geiger style, the joy-filled embrace of color plus the bold yet intricate detailing turns every bag and every pair of shoes into an unforgettable statement.”

The spring 2025 collection, which retails between $45 and $395, is now available both online and in stores globally.

Kurt Geiger Chelsea Scarf Platform Heel

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Price upon publish date of this article: $195

Kurt Geiger Regent Bootie

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Price upon publish date of this article: $325

Kurt Geiger Kensington Flat Sandal

$140 Buy Now at kurt geiger

Price upon publish date of this article: $140