BIRKENSTOCK Wants Filipinos to Rediscover the Country, One Step at a Time
The newly launched campaign between the iconic brand and the Philippines’ Department of Tourism aims to encourage Filipinos to rediscover the country from a new perspective.
Courtesy of Birkenstock Philippines.
Courtesy of Birkenstock Philippines.
For most Filipinos, walking is simply a part of their everyday life.
It’s been integrated into the routines of how people go through their daily commute, navigate crowded cities, explore neighborhoods, and move through places that have become so familiar they’re easy to overlook.
That’s the rationale behind The Philippines by Foot — a new campaign from BIRKENSTOCK in partnership with the Philippines’ Department of Tourism (DOT) and the Tourism Promotions Board (TPB). The newly launched project encourages people to experience the country from a different perspective — one that’s on foot — while also highlighting destinations where history, culture, and community come together.
Courtesy of Birkenstock Philippines.
The campaign officially kicked off at the famed Kilometer Zero in Rizal Park (Luneta), the point from which all road distances in the Philippines are measured. Officials from the Luneta administration, the Tourism Promotions Board, members of the media, selected guests, and the local BIRKENSTOCK community gathered for the inaugural walk, which traced some of the park’s most recognizable landmarks.
The route passed the Rizal Monument, the site marking the martyrdom of Dr. Jose Rizal, and the Gomburza Marker before continuing through the Chinese Garden, the Musical Dancing Fountain, the Japanese Garden, Agrifina Circle, and the Sentinel of Freedom. The walk then concluded at the National Museum complex, giving participants the chance to revisit familiar landmarks at a slower pace.
Courtesy of Birkenstock Philippines.
Later that evening, the conversation continued at The Henry Hotel Manila, where Tourism Promotions Board Chief Operating Officer Maria Margarita Nograles joined BIRKENSTOCK Southeast Asia Managing Director Evelyn Chua and Primer Group of Companies CEO Jimmy Thai to share the vision behind the campaign.
Together, the three outlined plans to spotlight walkable destinations across the country, bringing together tourism, local heritage, and community-led experiences through a series of walks in different regions of the Philippines.
Courtesy of Birkenstock Philippines.
The following day, the campaign headed to Intramuros in collaboration with the Just Walk PH community. Participants were able to explore the historic district on foot, passing through Manila Cathedral, San Agustin Church, Villa Immaculada Park, Plaza de Roma, Silahis Art and Artifacts, and several of the Walled City’s centuries-old fortifications, including Baluarte de San Andres, Baluarte de San Francisco de Dilao, Puerta del Parian, and Baluarte de San Gabriel. Though rather than treating these sites as quick stops, the walk encouraged participants to spend time with the stories behind each location.
The launch of the campaign also introduced the BIRKENSTOCK Museo, a gallery-style exhibition installed inside The Henry Hotel Manila that focused on the people behind the brand rather than the products themselves. The exhibition featured close to 50 members of the Filipino BIRKENSTOCK community, documenting years (and in some cases decades) of wear through portraits and personal stories. Each display paired long-loved sandals with the people who have made them part of their everyday lives.
Among those featured was legendary tattoo artist Apo Whang-Od, whose BIRKENSTOCK pairs have accompanied her around the mountain village of Buscalan. Toyo Eatery’s very own chef, Jordy Navarra, shared footwear shaped by years spent leading one of the country’s most acclaimed kitchens, while furniture maker Edward Sibunga of e/lou furniture studio also represented another perspective on how the same silhouette can adapt to different professions and lifestyles over time.
Courtesy of Birkenstock Philippines.
While the exhibition brought together well-known names, it also celebrated regular commuters, creatives, and longtime wearers, reinforcing the idea that every pair tells a different story.
The Philippines by Foot is expected to continue through partnerships with communities and destinations across the country, encouraging Filipinos to rediscover familiar places by experiencing them at a walking pace. Because for an iconic brand like BIRKENSTOCK, it’s less about reaching the destination and more about appreciating everything that happens along the way.
Frequently Asked Questions
“The Philippines by Foot” is a campaign launched by BIRKENSTOCK in partnership with the Philippines’ Department of Tourism and Tourism Promotions Board. It encourages Filipinos to explore the country on foot, highlighting destinations where history, culture, and community intersect, starting with Rizal Park and Intramuros.
The campaign launched at Kilometer Zero in Rizal Park (Luneta), the reference point for all road distances in the Philippines. The inaugural walk passed the Rizal Monument, Gomburza Marker, Chinese Garden, Japanese Garden, and Agrifina Circle, ending at the National Museum complex.
The BIRKENSTOCK Museo is a gallery-style exhibition at The Henry Hotel Manila featuring close to 50 members of the Filipino BIRKENSTOCK community. It documents years of wear through portraits and personal stories, pairing long-loved sandals with the people who wore them.
Featured wearers include tattoo artist Apo Whang-Od, Toyo Eatery chef Jordy Navarra, and furniture maker Edward Sibunga of e/lou furniture studio, alongside regular commuters and longtime BIRKENSTOCK wearers representing different professions and lifestyles across the Philippines.
Yes. BIRKENSTOCK, the Department of Tourism, and the Tourism Promotions Board plan to spotlight walkable destinations in other regions of the Philippines through further community-led walks, building on the launch events at Rizal Park and Intramuros.
