White canvas lace-up sneaker with graphic white-on-white Feiyue logo detail on sides. The spring campaign was inspired by the movement and creativity the Feiyue brand exudes. Taking the history of the 1920's martial art brand and combining the chic French style, the campaign is a clean visual of what it means to "Fly Forward."
In the 1920's, a durable and simple plim-sole emerges in the streets of Shanghai as the people's shoe. In 1963, Feiyue becomes the country's top selling shoe and gets widely adopted by the Shaolin Monks and Martial Arts disciples for its natural grip, flexibility and lightness. A Team of French globetrotters takes over and revives the brand by launching it in Paris in 2006, at the heart of Fasion. Today, after joining the BBC Group in the U.S, Feiyue continues its cultural journey towards global expansion and creates a brand new range for women while it prepares its US launch.