HEYDUDE, is a casual footwear brand which is a favourite of stars like Sydney Sweeney in the States.
Manufactured by the same company behind Crocs, they sells themselves on ‘comfort and style’.
Fresh of his Glastonbury comeback and charttopping single Survive and ahead of his sell out tour, Lewis teamed up with the brand as their UK ambassador to celebrate their ‘mindset and bold fits’ for its global campaign HEYDUDE Country.
The Scots star who is currently in rehearsals for his comeback tour launched the new deal with a party in one of his favoured haunts Glasgow’s Wunderbar club with guests invited from around the UK.
Lewis has been spotted relaxing in the venues beer garden in the past.
For one night only, guests were treated to custom cocktails at the Capaldi Bar, with a menu built around his favourite tipples, including some Irn-Bru specials.
Glasgow's Frank’s Pizza was also on offer alongside retro arcades, and live sets from a wave of local music talent throughout the night, featuring DJ Woody Cook - the son of Fatboy Slim legend Norman Cook and Zoe Ball.
VIP Guests also walked away with their own pair of HEYDUDEs, customised live by illustrator Josh Parkin to create one-of-a-kind wearable art.
Lewis, who has been spotted wearing the brand’s Wally Stretch Sox in beige, said of his new shoe alliance: “It’s been great to partner up with HEYDUDE who are all about feeling right in yourself. Making music is something that brings me a lot of comfort. You have to make music for you and then you hope that people find some of themselves in it”.
Michael Anthes, SVP and General manager for HEYDUDE International added: “Lewis is the perfect fit for HEYDUDE Country - he embodies the spirit of our brand like no other. He’s authentic, effortlessly relatable, and lives the comfort-first lifestyle we celebrate. This campaign is about more than just footwear; it’s about confidence, self-expression, and finding that unique headspace where you can be unapologetically yourself. Lewis doesn’t just wear HEYDUDE, he is HEYDUDE Country, and we can’t wait to share that energy with the world.”
The launch of the global HEYDUDE Country campaign builds on the brand’s explosive growth in the US, where it’s quickly becoming a cultural favourite among Gen Z.
The partnership with Capaldi is an important milestone for the brand as it looks to expand HEYDUDE Country internationally, with dedicated focus in the UK.
Following the official launch event in Glasgow, the campaign will continue rolling out across Europe with a series of unexpected brand-inspired experimental moments and pop-up activations.
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