The idea was simple. Create something light, comfortable, and joyful. A shoe made for everyday movement in the city. For women and men who are always on the go. Effortless, technical, but still elegant.
The sneaker first appeared during the zomer SS26 show, where models walked through a large paint palette, leaving their footprints on a white canvas. Movement became colour. The shoe literally left its mark.
The design of the KARHU Mestari Run Kesä begins with a performance-driven sole unit built to provide balanced cushioning and dependable support. On top, the shape feels almost like a ballerina shoe, refined and minimal, finished with a small strap detail. It comes in chocolate brown and viper green.
For the launch campaign called "Big Foot", the team wanted to explore something new. They stepped into the world of AI. Technology is evolving fast, and it felt exciting to experiment and push boundaries. Together with photographer Lucas Babinet known for his work combining photography and AI, the team built the visuals from the ground up.
Even though it's digital, the process is far from easy. It takes time. Training. Editing. Reworking images again and again. Until everything feels right. The final scenes place the shoe in unexpected and surreal environments. Playful. Slightly absurd. Eye-catching.
Inspired by the SS26 show's spirit of exaggeration, the campaign pushes things further, enlarging the shoe and transforming it into something cinematic and playful. The result feels bold, humorous, and alive.
zomer's approach to design is rooted in curiosity and experimentation, while KARHU's DNA is built on performance and precision. Together, they create something unexpected - where movement shapes the design and the shoe becomes an extension of the body.
More than a collaboration, this project is the result of a natural creative exchange. It's about trust, friendship, and the shared belief that great design comes from instinct, spontaneity, and a willingness to see things differently.
Photo credits
"Big Foot"
A special collaboration between zomer and KARHU, launching the Mestari Run Kesä, through the lens of photographer Lucas Babinet.
