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Who Decided This Is Normal?
For years, running shoes have been designed with narrow toe boxes and elevated heels, even though our feet aren't naturally shaped that way. Somehow, these design choices became the standard without anyone questioning them. This campaign challenges those conventions with humor and sarcasm, asking who decided uncomfortable shoe design should be normal in the first place. By comparing traditional running shoes with Altra's FootShape design and Zero Drop technology, we show how Altra takes a more natural approach to running shoes by designing around the shape of the foot.