Yung Series, Falcon, and EQT Gazelle all belong to the same family of bold sneakers, embodying an unapologetically loud attitude.
To be “on your best behavior” means to be well behaved, usually to please somebody else. Generation Z however, doesn’t care about satisfying others - especially not adults, who are usually the ones who demand they behave “properly”. They do as they please. They’re on their boldest behavior.
In this campaign, we wanted to show the youth defying old fashioned expectations and embracing their playfulness and foolishness, boldly engaging in PDA on one of the city's many playgrounds - completely unafraid of older generations' judgment.
Real couples were cast and shot by photographer Theo Wenner.