Axel Arigato introduces immersive new campaign, Footnotes

The campaign reimagines city life as a stage for music, movement and design.

Blending music, dance and street culture, Axel Arigato’s new Footnotes campaign blurs the line between performance and everyday life, placing the brand’s signature silhouettes at the centre of the story.

The line-up features a handful of Axel Arigato’s most recognisable silhouettes – Dice, Clean 90, Orbit, Slow Runner and Clay – styles that have evolved into staples for the label and its community.

Each design enters the spotlight with new interpretations: the Dice updated in fresh colourways and stitched branding, the Clay recast in unisex sizing with its 80s-court edge, the Clean 90 holding onto its minimalist, original status, the Slow Runner expanded with pastel tones, and the Orbit refreshed with platform soles in suede and seasonal shades.

Shot handheld, raw, and from unexpected angles, the campaign’s visuals echo the spontaneity of stumbling onto live music in the street. The energy is carried by a group of artists at its core: interdisciplinary artist Tyrone Isaac Stuart, drummer Pike Ogilvy, and genre-defying performer Yasemin Junqueira. Alongside them, movement artists animate the shoes through choreography.

Footnotes extends into the real world with a run of guerrilla-style street performances outside Axel Arigato flagship stores from August through September. Taking place in cities such as London, Paris, and Berlin, the pop-up shows bring together musicians and performers in public spaces, transforming familiar corners into temporary stages and encouraging passersby to join the experience.

The next London performance will take place tomorrow (Thursday, 21 September) from 5-6pm outside Axel Arigato’s Earlham St store, featuring Amy Gadiaga and Jo Bucket.

“Like our core footwear, creativity is a shared language,” says Jens Werner, Axel Arigato’s Creative Director. “Music belongs in the public space – it should inspire openly, not be hidden away. With this campaign, we wanted to celebrate expression at street level and show how art, movement, and design connect us.”