Jane Fonda Stars in New Golden Goose Campaign Highlighting Its Super-Star Sneaker
Golden Goose is doubling down on its star quality with a new campaign centered around its Super-Star sneaker.
Starring Hollywood legend Jane Fonda, the new “Born to be a Super-Star” campaign video takes viewers on an adrenaline-fueled journey, celebrating those who take risks, dream louder, and redefine the possible, the Italian footwear company noted.
Designed in 2007, the Super-Star was the first Golden Goose sneaker to feature the brand’s now ubiquitously distinctive star. Born from a visit to Venice Beach, the Super-Star draws inspiration from the local skate scene, blending the simplicity of a 1970s derby upper with the rugged wear and tear of a skateboarder’s shoe.
Joining Fonda in the campaign is an impressive cast of trailblazers featuring Australian skateboarder and two-time Olympic gold medalist Keegan Palmer, Italian Paralympic athlete and Inclusive Padel Tour founder Alessandro Ossola, American restaurateur and entrepreneur Joe Bastianich, and renowned fashion stylist Cristina Ehrlich.
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Golden Goose noted that each cast member brings their unique stories to the campaign, showcasing the universal appeal of the Super-Star sneaker. The campaign is the first of many celebratory moments of the brand’s 25th anniversary, Golden Goose added.
This new campaign comes one month after Golden Goose gained a new minority investor in Blue Pool Capital. In January, the Hong Kong-based family office set up by Joe Tsai, cofounder and chairman of the Alibaba Group, acquired a 12 percent stake in the Italian company. Funds advised by Permira will retain a majority investment in Golden Goose.
Permira acquired a majority stake in the brand in 2020 to accelerate its growth through direct-to-consumer channels, in particular online and retail, and diversify its product assortment.
“We warmly welcome Blue Pool Capital as a strategic partner in our journey to redefine luxury,” Silvio Campara, chief executive officer of Golden Goose, said at the time. “This partnership reflects the strength of our brand and the incredible global community of Dreamers we have built.”
Campara touted the expertise of Blue Pool and “their deep connections” in the U.S. and in the Asia-Pacific region, as well as “their impressive portfolio in sports investments,” which will contribute to “push the boundaries of our dream. Together, we will accelerate our growth through innovation while continuing to deliver unique, authentic experiences to our community.”
Since 2020, Golden Goose has more than doubled its revenues and built a community of over 1.8 million customers. Golden Goose is present in the Americas, Europe, the Middle East and the Asia-Pacific region, with more than 200 stores and an online and wholesale distribution network.
