Mumbai: Furo Sports Shoes, from the house of Red Chief Shoes, has launched their campaign starring brand ambassador Shahid Kapoor with a youth-enticing TVC.

The film is the opening act of a campaign that wants to focus on promoting shoes that allow you to live your everyday life with élan. Elaborating on a hi-grip technology that allows for easier and better grip on surfaces, Furo Sports is aspiring to transform the space of the athleisure lifestyle.

This campaign is being promoted across digital media, print, cinema, TV, outdoor and enhanced visibility at multi-brand outlets.

When asked about the objective of the campaign, Furo Sports Shoes managing director Manoj Gyanchandani said, "Our goal is to take athleisure lifestyle and sports wear shoes to the next level. Nowadays, it’s all about fashion—but function is equally important. Our shoes have been designed keeping optimum usability in mind, without compromising on style and comfort."

"We are confident, adventurous, and courageous. This campaign is a reflection of who we are and this campaign is our way of enlightening people on the importance of having control—be it while walking, running, trekking or in life—and we hope by watching it, they too feel like having that grip," said Furo Sports Shoes senior general manager Rahul Sharma.

"Furo Sports is all about living an adventurous life but with comfort. I mean, it is important to walk through life with a good grip and a great pair of shoes!", added Shahid Kapoor.