Geox, which is scheduled to release its annual results tomorrow , launched a new advertising campaign in February aimed at harmonizing its image across six product lines and as well as stressing its Italian origins and technology. It replaces a short-lived campaign focusing on the theme of Geox being a “second skin,” which has been dismissed by the company's founder and chairman, Mario Moretti Polegato, as being too bland and not highlighting the group's technology.

The new umbrella campaign will be used for Geox's ordinary “breathing” shoes with waterproof leather soles as well as its apparel, its new waterproof Amphibiox shoe collection, its performance shoes with Net System technology and its toning shoes, called Energy Walk. It aims to convey the technological qualities of Geox's shoes, an image of fashion and Italian design.

The group has also signed a series of sports sponsorship agreements to reinforce its presence in the youth segment and boost its image as a developer of shoes with a technological edge. From this season, Geox will supply shoes using its Net System technology, which is aimed at reducing perspiration in intense conditions, to the Red Bull Formula One team. It is also working on the drivers' overalls, employing the perspiration relief technology used for its apparel collection. It is investing in the Spanish Geox-TMC cycling team and sponsoring a Super Bike rider, Max Biagi.

While it continues selling sporty sneakers, Geox has abandoned plans to become a key player in performance sports shoes with its Net technology. Development in that sector was hindered by the fact that these kinds of shoes were mainly meant for different distribution channels. The task of developing the performance segment has been passed on to Diadora. The Polegato family took over the ailing Italian sporting goods company at the end of 2009 and then transferred to it Geox's golf shoe business and granted it a license for its Net System technology.

Geox says its partnership with the Red Bull team will enable it to test its technology and help it build up its presence in the youth market, where it is weaker than in the adult and children's segments.