BIRKENSTOCK Southeast Asia brings home win at Retail Asia Awards 2025 for ambitious exhibition

The 250-year milestone WALK THIS WAY Travelling Exhibition is a bold regional campaign designed to strengthen BIRKENSTOCK’s brand presence.

Shoe manufacturer BIRKENSTOCK Southeast Asia bagged the Marketing Initiative of the Year - Singapore category win in the prestigious Retail Asia Awards 2025 for its WALK THIS WAY Travelling Exhibition that has reinforced the company’s legacy of craftsmanship and modern relevance with millions of digital reach and significant sales growth.

WALK THIS WAY Travelling Exhibition is a marketing initiative that marks the company’s 250-year milestone. It blends heritage storytelling with immersive experiences, including leathercraft workshops, sensory installations, and local collaborations.

The exhibitions feature stunning never-seen photographs by renowned Swiss photographer Henry Leutwyler, offering an intimate look into the inner workings of BIRKENSTOCK. Complementing this is the Hourglass Archive, a curated timeline that traces the brand’s origins and its collaborations with global fashion icons.

In its first stop at Bali, Indonesia, the exhibition has successfully garnered 2.6 million PR reach, 41 million digital reach with 130 million impressions across. Two retail doors in Bali, Beachwalk and Sanur Icon have also seen a significant impact on sales performance with a double-digit growth in sales compared to the previous month.

Whilst in its Bangkok stop, the exhibition has seen close to 6,500 visitors, with a huge increase in new followers across social media platforms and 17 million social impressions.

WALK THIS WAY then hosted its next phase Down Under, marked by an elegant launch night attended by distinguished press and ambassadors from both Australia and New Zealand. Both markets have seen a big growth on social media, with a high figure of 1.7 million social reach within three days and a print media reach of 914,000, totalling a campaign reach of 9.4 million.

The final stop in Singapore delivered a strong finish. BIRKENSTOCK Jewel store has seen a double-digit sales uplift during the two-week exhibition. The overall campaign has achieved a total of 1.5 million digital coverages and a total of 60,200 social impressions.

“At 250 years, WALK THIS WAY truly lives up to its reputation as the journey through tradition reaffirmed the brand’s commitment to crafting footwear that resonates with people from all walks of life, solidifying BIRKENSTOCK as a global footwear of comfort and style,” the company said.

Retail Asia Awards recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].