Birkenstock Celebrates 252-Year Legacy with Campaign Tracing Its Unlikely Origins

Birkenstock is celebrating its 252-year legacy with a new campaign that traces its journey from historic roots to global fashion and pop culture icon.

Jul 30, 2026 - 12:47

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Birkenstock Celebrates 252-Year Legacy with Campaign Tracing Its Unlikely Origins

German shoe maker Birkenstock is celebrating its 252-year history with a new campaign that traces the company’s journey from its historic roots to its place in modern fashion and pop culture.

Tied together with a 19-second ad, the campaign serves as a reminder that although Birkenstock has become the byword for contemporary casual style, it has over 200 years of history and a surprising connection to the Catholic community.

The campaign comes as the brand continues to enjoy a renaissance of popularity, especially among younger consumers, after years of transforming from a functional footwear label into a global fashion icon.

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Check out the campaign here:

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Heritage Legacy:

Birkenstock had its moment in the mainstream in 2023 with its appearance in the blockbuster Barbie movie. In one of the film’s most unforgettable scenes, Weird Barbie presents Stereotypical Barbie with a choice between a high heel and a brown Birkenstock sandal, a symbol of the choice between fantasy and reality. The film’s closing scene, where actress Margot Robbie wore pink Birkenstocks, further boosted the brand’s visibility.

Following the film’s release, online searches for Birkenstock sandals saw an increase of over 110%, highlighting the brand’s appeal among fashion-aware shoppers.

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Outside of popular culture, Birkenstock has also cemented its luxury fashion credentials through collaborations with leading designers and labels. Over the years, the brand has collaborated with Rick Owens, Valentino Garavani, Proenza Schouler, Random Identities, Jil Sander, Central Saint Martins, Manolo Blahnik, Dior, Fear of God, Tekla and Moncler.

The latest campaign reiterates Birkenstock’s positioning as a brand that has successfully balanced heritage, comfort and contemporary design while celebrating a legacy that spans more than two and a half centuries.