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Special Project

Special Project
From the 15th Annual Shorty Awards

OOFOS mOOvers Bring Active Recovery Footwear to Mainstream

Entered in Fitness, Health, & Wellness


Strategy and Execution

OOFOS's core audience target is Workout Warriors - fitness and sports enthusiasts that exercise regularly and are intentional about constantly improving their fitness routine and living a healthy lifestyle. They value quality over price, more than half (59%) prefer products that offer the latest in new technology and nearly half (45%) would pay extra for a product that is consistent with the image they want to convey. They (74%) spend time on YouTube, presumably consuming workout and related content, as well as Instagram and Spotify (Source 2 listed below). 


Tapping into the Workout Warrior mindset, and strong testimonials from early OOFOS wearers, a “lead and follow” approach was developed - having brand ambassadors (mOOvers) share their authentic stories featuring the game-changing footwear. In order to reach broad audiences and capture their attention, mOOvers needed to embody Workout Warriors’ aspirations - athletes competing at the highest levels. Their oftentimes miraculous recovery journeys also highlighted OOFOS OOfoam technology, which absorbs 37% more impact, alleviating stress on sore feet, joints and bones. 


Based on media consumption habits, an integrated, multi-channel media plan was developed with strategic partnerships as the focal point that would deliver mOOvers’ stories directly to key audiences.



Video for OOFOS mOOvers Bring Active Recovery Footwear to Mainstream

Entrant Company / Organization Name

Rain the Growth Agency, OOFOS


Entry Credits