Geox School Penelope Cruz as the first brand emblem

Italian brand Geox welcomes actress Penelope Cruz as its image. The artist will return to the brand’s first packaging and will represent the brand this winter and spring 2024.

The first campaign will launch globally in September and will be distributed across various channels. According to Geox, the images in the ad were shot in Madrid by director Gray Sorrenti and the music was composed by Eduardo Cruz, director of Atriz.

“Our company has experienced significant growth over the past few years and we are thrilled to have Penélope Cruz as our first ambassador. This will convey to the world the new positioning of our brand, as it embodies the evolution of a style that embodies the line between beauty, well-being and comfort, a venerable philosophy that has always been the basis of our product concept,” states Mario Moretti Polegato, founder and president of the company.

The choice of branded packaging is part of the company’s strategy to accelerate investment. marketing. “Patrons like Penelope Cruz, with a highly credible image, will significantly increase the effectiveness of our communications,” says Livio Libralesso, CEO of Geox.

The bells will be complemented by a collection released by the artist and her daughter Monica Cruz next spring. Called “Geox by Penelope and Monica Cruz”, it will be available in stores and online from 2024. It consists of footwear (shoes, moccasins and sandals) as well as clothing items such as gabardines, jackets and technical clothing.