A Global Campaign + Collection Championing Those Who Reject Normal ft NFL star Mack Hollins.
Vivobarefoot, the B Corp certified natural footwear brand, today launches. Weird More, its Autumn/Winter 2026, a global brand campaign celebrating the growing movement of people rejecting conventional thinking in favour of a more natural way to move, live and connect with the world. Weird More starts from a simple, uncomfortable observation: the human foot is one of the most advanced, responsive pieces of movement technology ever created, and the modern shoe industry has spent decades ignoring it. Toes crushed and called support. Padding stacked ever higher and calledperformance. Feet wrapped in plastic, lifted off the ground, disconnected from the very thing they stand onand sold as progress.
At the heart of the campaign is NFL wide receiver Mack Hollins, whose unconventional approach to life. has made him one of sport’s most recognisable advocates for authenticity and natural movement. Known for travelling barefoot, embracing discomfort and challenging convention, Hollins embodies the spirit of a campaign that asks a simple question: What if the weird choice is actually the natural one?
THE WILDERNESS TALKS BACK
At the heart of the campaign is a hero film unlike any conventional outdoor ad. A pair of Vivobarefoot Primus Trail Knit walks through a lush, living wilderness, except the natural world is awake, and it has opinions. A cast of hand-crafted puppets: a groundhog, a mushroom, a deer, a fish, an eagle and a snail, created by Claudia Brugnaletti, whose puppet craft credits include Wes Anderson’s Isle of Dogs, greets the passing shoes with suspicion, disbelief and humour, before the film builds to a reveal featuring NFL wide receiver Mack Hollins. Mack Hollins has become famous not only for his performances on the football field, but for the choices he makes away from it. Whether arriving barefoot to stadiums, training outdoors or challenging accepted norms around performance and recovery, Hollins has built a reputation for trusting his own experience over convention. The film closes on the campaign’s message: Feel More. Flex More. Weird More. Free Your Feet.
“Normal got us here: feet weakened by the very shoes that promise to protect them, and a footwearindustry that calls that progress. Barefoot has been called niche, different, weird for years. Good. Weird is the only natural option. Weird has always been a label given to people willing to question the status quo. Whether that’s in sport, creativity, science or everyday life, progress has always started with someone choosing differently. With WEIRD, MORE. Free Your Feet, we’re celebrating those people. Mack Hollins. represents that spirit perfectly. His confidence to trust what feels natural reflects everything Vivobarefoot stands for,”
– Galahad Clark, co-founder & CEO Vivobarefoot.
People have called me weird for the way I do things. Choosing to be barefoot majority of my life is no exception. But, for me, being barefoot feels right, and allows me to perform at my best. If that is weird, then I will gladly choose “weird” every time. If something helps you move better, feel stronger, and reconnect with your body, why would you not do it?
– NLF Player Mack Hollins
Rather than celebrating eccentricity for its own sake, Weird, More celebrates people who have. questioned accepted norms and found a better path through experience.
Across hundreds of community stories, creators answer three simple questions:
- Why did normal stop working?
- What does “weird” look like in your life today?
- Why are you proud of choosing differently?
The result is a global collection of authentic stories united by one belief:
Freedom begins with questioning the default.
A CAMPAIGN THAT ARGUES ITS CASE IN PUBLIC
Weird More will run full-funnel across paid media, out-of-home, YouTube, social, retail, email andVivobarefoot.com. In the US — the campaign’s lead market — high-dwell out-of-home sites will set up “normal”, call it out, and frame weird as the smarter choice, supported by a New York City activation taking weird walks to nature and to the Vivobarefoot store. Through the season, the campaign takes on the footwear industry’s most accepted myths – you need ankle support; boots need breaking in; more padding equals more comfort; stiff soles protect your feet; shoes are disposable — pairing real community voices with the product design truths that disprove them. Every Vivobarefoot shoe is designed around the natural shape and function of the human foot, featuring:
- Wide toe boxes that allow toes to spread naturally.
- Thin soles that increase sensory connection with the ground.
- Flexible construction that moves with the body.
- Lightweight materials designed to let feet work as nature intended.
Rather than changing how people move, Vivobarefoot aims to help people rediscover how they were designed to move. The campaign spotlights Vivobarefoot’s AW26 outdoor collection, including:
- Primus Trail Knit — the hero of the campaign film
- Tracker Leather AT II and Tracker Leather AT Low II
- Magna Forest ESC
- Tracker Tova and Tracker Tova Mid
- Tracker Forest ESC, Tracker Winter SG III & Tracker Pioneer
ABOUT VIVOBAREFOOT
Vivobarefoot makes footwear fit for the most advanced piece of movement technology ever created: the human foot. Founded by seventh-generation shoemakers Galahad and Asher Clark, the London-based B Corp designs shoes that are wide, thin and flexible — reconnecting people with their bodies and the natural world. Through its Revivo repair and resale platform and its 100-day trial, Vivobarefoot is building. a regenerative footwear business that fixes things instead of throwing them away. www.vivobarefoot.com