For its latest fall campaign, Footnotes, Swedish footwear and apparel label Axel Arigato assembled an army of music lovers walking down the streets of London wearing new iterations of the brand’s top-selling sneaker styles, such as Dice, Clean 90, Orbit, Slow Runner, Clay and Area.

The campaign features a diverse cast of talents, including Tyrone Isaac Stuart, Pike Ogilvy and Yasemin Junqueira dancing, playing drums, guitar and saxophone, as if one is witnessing a live music performance on a city corner.

The live music concept will go beyond the campaign in the coming weeks, as Axel Arigato will host a series of guerrilla-style performances outside its global flagships in London, Paris and Berlin.

The brand said the activation aims to offer joyful, had-to-be-there moments that invite public participation and foster connection through shared experience with its community.

Jens Werner, creative director at Axel Arigato, said music is a shared language that speaks to everyone just like the brand’s core footwear styles.

“With this campaign, we celebrate creative expression at street level through a mix of artistry. It’s about democratising art, making it visible and accessible, and bridging generations through music, movement and our footwear in motion,” he added.

In addition to celebrating signature styles with a new campaign, Axel Arigato has been beefing up its offerings with the introduction of the Daze Runner, a minimalist unisex low-profile sneaker, last month. The model is a four-piece construction, offering a stripped-back version of the classic low-profile Dice model.