Functional materials developer Sympatex Technologies has launched a campaign to raise awareness of the importance of sustainability and performance in footwear for children “in a playful and educational format”.

Its campaign will use illustrations, in-store displays and digital material to provide “sustainability education” to families shopping for children’s shoes.

Products that the campaign will highlight include Sympatex’s 100% recyclable, climate-neutral and PFAS-free membranes.

A marketing specialist at the company, Francesca Alviani, said Sympatex felt that, as an ingredient brand, it lacked direct visibility, from the point of view of the end consumer. She said this campaign would make consumers more aware of the quality and sustainability of shoes containing Sympatex materials.