MILAN, Italy—Renowned for her versatility and admired by both critics and audiences, Penélope Cruz steps into a new role as the inaugural brand ambassador for the Italian powerhouse, GEOX, heralding a worldwide advertising campaign divided into two phases. The first phase aligns with the debut of the women’s 23-24 Autumn-Winter collection, followed by a second campaign for the Spring-Summer 24 season.
Mario Moretti Polegato, GEOX’s founder and chairman, expresses anticipation for this exciting chapter, noting Penélope Cruz’s selection as a pivotal move for the brand. Reflecting on the company’s substantial growth, he affirms that Cruz’s embodiment of a style evolution aligns seamlessly with GEOX’s philosophy, blending beauty, well-being, and comfort—a triumphant approach that consistently defines their product designs.
Image Courtesy of GEOX.
GEOX’s sustained success, particularly in leading its global segment, propels the brand’s ambitions to expand its influence further and solidify a distinct market share, with a particular focus on female customers. This strategic investment forms an integral part of GEOX’s acceleration strategy for marketing activities, emphasizing the upcoming women’s collection for 2023/2024.
Image Courtesy of GEOX.
Livio Libralesso, GEOX’s Chief Executive Officer, emphasizes the immense value brought by Penélope Cruz as an endorser with a strong and credible image. Cruz, embodying professionalism, simplicity, strength, grace, and character, perfectly aligns with the values GEOX wishes to express.
The visual and commercial elements, shot in Madrid, are the creative work of Gray Sorrenti, a renowned photographer and film director. The campaign’s musical composition is the result of the collaboration with Eduardo Cruz, Penélope’s brother. M&C Saatchi of Milan spearheads the campaign’s curation, set for a vast and worldwide launch in September across various media platforms, marking a significant stride in GEOX’s global presence.