The Oscar-winning actress Penélope Cruz is GEOX’s first ever brand ambassador.
Versatile actress whose talent is admired both by critics and audiences, beloved muse to the greatest film directors, Penélope Cruz will be representing the Italian brand in a worldwide advertising campaign split into two phases. Stage one will coincide with the launch of the women’s 23-24 Autumn-Winter collection, after which the actress will be back for a second Geox campaign dedicated to the Spring-Summer 24 season.
“We are looking forward to an exciting brand-new chapter”, said Mario Moretti Polegato, founder and chairman of GEOX. “Our company has experienced major growth over the past few years and we are thrilled that Penélope Cruz is our first ever GEOX ambassador. She will convey our new brand positioning to the world because she embodies a style evolution which blurs the line between beauty, well-being and comfort – a winning philosophy that has always underpinned our product designs.”
GEOX continues to enjoy great success and leads its segment worldwide. Its achievements have fuelled an ambition to enlarge its area of influence and boost a specific-market share, specially aiming to female customers.
The investment is an integral part of the acceleration strategy for marketing activities implemented over the past few years which will be particularly focusing on the women’s collection for 2023/2024. “An endorser like Penélope Cruz with a strong credible image will bring immense value to the impact of our communications. Penélope embodies professionalism, simplicity, strength, grace and character, all values that we believe in and wish to express”, were the words of Livio Libralesso, GEOX’s Chief Executive Officer.
The creator of the images and commercial shot in Madrid is Gray Sorrenti, photographer and film director, while the music was composed by Eduardo Cruz, Penélope’s brother.
Curated by the agency M&C Saatchi of Milan, the campaign will be launched worldwide and on a vast scale in September across all media types.
