Fendi's new €890 sneakers promoted by Karim Benzema
Fendi is pulling out all the stops to promote its new sneakers model, called Faster. The Italian label owned by the LVMH group has opted for none less than Karim Benzema, the France and Real Madrid striker crowned UEFA men's football player of the year, picking him as official ambassador for these uber-chic sneakers priced at €890.
On Monday, Fendi also began to showcase the Faster on its Instagram and Facebook accounts, using new augmented reality effects in which the sneakers appear suddenly as if carved from a block of marble, or rise up from the ground like a buried treasure. In the background, the imposing outline of the Palazzo della Civiltà Italiana (also known as the Square Coliseum), the majestic Rationalist building home to Fendi’s Rome headquarters since 2015.
The effects were produced by the Buck creative agency using the Meta group’s Spark AR technology. By providing this new experience to its customers, Fendi is boosting its engagement in the virtual world. The luxury label took its first steps in the metaverse at the beginning of the year by developing a series of high-tech accessories, including a cryptocurrency wallet.
As for Benzema, Fendi believes he ideally embodies “the progressive spirit of the label’s latest sneakers model.” Fendi's choice seems to have been influenced primarily by the highly popular Benzema’s huge visibility, and the great media interest that always surrounds football, as means to target young consumers. The same logic applies to the fun, innovative digital experiences featured by the brand on its social media channels.
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