Fluoro’s Fantastical Retro-Futuristic Campaign for R.A.D Performance Footwear

Over the last three years, R.A.D has built a large and devoted fan base for its training footwear brand, creatively partnered by London agency Fluoro. The original shoe, the R.A.D® ONE, disrupted the performance footwear sector with its retro-futuristic aesthetic and lifestyle appeal. Now the company stands toe-to-toe with the biggest footwear brands in the world, on its own terms. For the much-anticipated launch of the R.A.D® ONE V2, Fluoro has worked into the ‘R.A.D® Delivery Systems’ concept with a creative campaign that builds excitement for the new innovations in the shoe design. It speaks to the key moment of an online purchase – its arrival in real life – and feeds into the drop culture that the brand is built on. Fluoro used the Delivery Systems concept as a metaphor for ‘deliverin