Shoe brand Ecco and UM set to break record with longest catwalk at Sydney’s Darling Harbour

Scandinavian shoe brand ECCO and media communications agency UM are set to break a world record today when the world’s longest fashion catwalk is unveiled at Sydney’s Darling Harbour.

The catwalk is the finale in a multi-media campaign for ECCO that has also included an online drive to recruit people to participate in the catwalk event, hosted by author and writer Mia Freedman.

The current world record sits at 2.6 kilometers, established last year in Turkey.  Today’s attempt will be aiming for 2.7km.

UM and sister branded entertainment agency Ensemble have combined to create the record attempt, underpinned by a strategy to demonstrate to women that a shoe can be both comfortable and stylish at the same time. To substantiate this promise professional models will not be walking the catwalk, instead the “models” will be “real people” including fashion bloggers and ECCO customers. The event will also launch a new range of ECCO shoe, the Sculptured 65.  

Says Kerry Boys, communications director at UM: “This campaign is very different to the standard marketing in the shoe category – and that’s the beauty of it. We believe it’s an extremely impactful and compelling way to prove to women that ECCO shoes are both stylish and comfortable.”

The catwalk will be showcased on TV and also feature in an extensive online and magazine campaign.