We all probably know at least one priest, religious brother or sister who is always rocking those “Birks” (extra points if socks are involved). You might think this is a very Catholic niche, but Birkenstock is very aware of that portion of their customers… and that’s nothing new.
Jumping on the “Nun Girl Summer” trend, an expression coined by Cosmopolitan and other publications after the Dominican Sisters Open Mic podcast started trending online over the last few months, the footwear company is showing they’re also in for the internet’s popular obsession with wholesome nuns.
A video posted on their Instagram on July 11 features an animated, joyful nun who is revealed to be wearing Birkenstock’s signature sandals when she slightly lifts her habit to play hopscotch.
In the captions, the company wrote: “From hippies and punks to nuns and monks – some wear a habit, others make it one. Wonder how good Birkenstock is? Just ask the people who wear them.”
The campaign was created in partnership with animator Alina Golovlova and was inspired by a 1980s Birkenstock newspaper ad featuring an image of several nuns smiling and walking side by side, along with the pun “Get into the habit!”
Watch the video:
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