The campaign, “Son tus tenis; haz lo que quieras” (“They are your sneakers; do what you want”), presented sneakers in unconventional scenarios beyond just walking or running. For instance, the highlight showed sneakers being used as a bowl for cereal, prompting audiences to rethink their sneaker usage.

This concept was further enriched by inviting social media users to share their unique sneaker uses, from homes for cobras to plant holders.

Visually, the campaign was supported by a variety of characters in posters and store displays, illustrating different creative uses of sneakers, such as using them as nunchucks. Alongside, a 1-minute animation illustrated the main character’s struggle to eat cereal with his sneakers, reinforcing the campaign’s theme of imaginative freedom with sneakers.