Columbia Sportswear is offering hikers cash for photos of their bare feet as part of a new social campaign marking the launch of its latest Peakfreak hiking shoes.
The outdoor brand has launched its ‘F££T FUND’, inviting followers to send Columbia a direct message with a photo of their bare feet taken outdoors on a hike.
Selected entrants will receive £135 directly from the brand, enough to purchase a pair of the new Peakfreak shoes.
The campaign, which launched on 15 September, is running across TikTok, Instagram and Snapchat and is designed to put a tongue-in-cheek spin on the online market for feet pictures.
Columbia is also working with outdoor influencers, who will share screenshots of what appear to be private messages from the brand asking them to send feet pics.
The creator activity will include an unboxing video from James Norbury, who will open a pair of the new Peakfreak shoes using only his feet.
Winning submissions to the F££T FUND will also feature in Columbia’s ‘Hall of Feet’, a social gallery showcasing selected entries from hikers.
The campaign has been created to support the launch of Peakfreak, which Columbia describes as its most comfortable hiking shoe to date and which has been designed to keep feet comfortable across long distances and challenging terrain.
Columbia Europe footwear director Issam Djemel said: “We designed the new Peakfreak to keep hikers comfortable across long journeys, challenging terrains and unpredictable conditions.
“But instead of talking about our innovations in cushioning, traction and support, we’re shining a spotlight on the thing the shoe is built to protect – your feet.”
Ant Nelson, chief creative officer at adam&eve\TBWA, added: “Hikers proudly share snaps of mountain summits and epic views, but the feet that carried them there rarely get any recognition.
“The F££T FUND is here to change that. Stepping away from the standard glossy, earnest outdoor ads, Columbia is making a pedicured pivot, once again proving that its gear really is Engineered For Whatever.”
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