Sneaker brand North Star has launched a new global campaign urging young people to embrace their individuality through fashion and self-expression.
Titled “Find Your North Star”, the campaign is designed to resonate with Generation Z by celebrating identity, authenticity, and personal style. North Star, a brand under the iconic Bata Group, has been a staple of youth culture since its founding in 1948. Now, it aims to continue its legacy by inspiring the next generation to confidently define and express their unique identities.
The campaign introduces a refreshed brand communication platform and highlights North Star’s latest footwear collections. Among them is the North Star FC Collection, featuring models such as the Striker, Ace Sport, and Striker Elev8. The North Star Skater Collection also plays a key role, showcasing styles like the Skate Chunk, Skate Wave, and Team Star.
At the heart of the campaign are two emerging artists who embody the brand’s rebellious and creative ethos. Esteban Rojas, a rapper and songwriter from Cali, Colombia, and Mareana, a DJ from Medellín, serve as the faces of North Star’s new initiative. Their personal journeys align with the campaign’s themes of “Creative You,” “Iconic You,” and “Limitless You”, which explore the different facets of self-expression.
A spokesperson for North Star described the campaign as more than just a marketing initiative. “This is a movement to empower young people worldwide to embrace their uniqueness. We encourage everyone to find their ‘North Star’—their true authentic self—and boldly express it.”
The campaign will be brought to life through a mix of digital experiences, influencer collaborations, and social media engagement, particularly in key markets across Latin America, Europe, and Asia-Pacific. North Star will work with micro-influencers and digital creators to connect with its audience in a more personal and impactful way.
To support the initiative, North Star has launched a global Instagram account (@northstarfootwear), where the brand will share exclusive campaign content and encourage users to engage using the hashtag #FindYourNorthStar.
The campaign underscores North Star’s commitment to democratising sport-inspired lifestyle fashion, proving that true style is about self-expression rather than price.
Young people around the world can explore the new collection and learn more about the campaign at northstarshoes.com.
