Feet Of Tomorrow

HardCuore handled the branding of FOT, the first Brazilian barefoot shoe brand. We were responsible for strategic planning, naming, verbal and visual identity, as well as campaigns. We created a unique brand universe, fully aligned with the brand’s innovative concept in the Brazilian market.

HardCuore was responsible for the entire branding of FOT, the first Brazilian barefoot shoe brand. We handled strategic planning, naming, visual and verbal identity, as well as campaigns, creating a unique identity aligned with the brand's innovative concept in the Brazilian market.

Read more about this project

We created and directed the launch campaign for the brand, introducing its first barefoot model, its attributes, and all its adaptability.

We also developed, produced, and directed a campaign in collaboration with the community of sports professionals, highlighting the brand's second model, specifically designed for physical activities.

Additionally, we directed films with movement gymnastics professionals who thoroughly explore all the functionalities of a FOT product.

See our works

Film
Design
Communication

Your feet are the best technology, FOT is the second.

We were inspired by the freedom of our steps to create FOT - Feet of Tomorrow, the first Brazilian barefoot brand. FOT takes us a step back, which, in reality, is many steps forward: focusing on the health of our feet. That's why they designed a shoe that provides more room for movement and dresses us only with the essentials.

The brand identity was built through visual and verbal elements that highlight its functional attributes – flexibility, adaptability, and essentialism – while also inviting people to think more about what they are putting on their feet. Wearing FOT is about wearing only the essentials and reaching further.

The Hardcuore team also developed a series of campaigns that, in addition to creating the lifestyle, inspire the reclaiming of our freedom of movement and connection with our feet. As FOT is the first barefoot brand in Brazil, we also highlighted its benefits, building the category and explaining the functional advantages of this type of shoe and its impact on health.

Our second campaign was built in collaboration with the brand's community: physical education teachers and sports professionals. The highlight is the participation of ambassadors who are already part of the FOT universe and understand the importance of barefoot movement. They were able to use and test the quality of the brand's second model, aimed at physical activities and gym training.

In the third campaign, we directed and produced a series of inspirational films focused on collaboration with renowned professionals in natural gymnastics and movement schools.

Credits

Agency
General Direction
HardCuore Team