We all probably know at least one priest, religious brother or sister who is always rocking those "Birks" (extra points if socks are involved). You might think this is a very Catholic niche, but Birkenstock is very aware of that portion of their customers... and that's nothing new.
Jumping on the "Nun Girl Summer" trend, an expression coined by Cosmopolitan and other publications after the Dominican Sisters Open Mic podcast started trending online over the last few months, the footwear company is showing they're also in for the internet's popular obsession with wholesome nuns.
A video posted on their Instagram on July 11 features an animated, joyful nun who is revealed to be wearing Birkenstock's signature sandals when she slightly lifts her habit to play hopscotch.
In the captions, the company wrote: "From hippies and punks to nuns and monks - some wear a habit, others make it one. Wonder how good Birkenstock is? Just ask the people who wear them."
The campaign was created in partnership with animator Alina Golovlova and was inspired by a 1980s Birkenstock newspaper ad featuring an image of several nuns smiling and walking side by side, along with the pun "Get into the habit!"
Watch the video:
Known for being practical and modest, Birkenstocks are chosen by many religious men and women for their simple design and aesthetic that suits their habits, which emphasize austerity and poverty. The Birks are considered durable, allowing for years of daily use, and also comfortable—an important quality given that many religious brothers and sisters walk a great deal or are constantly engaged in apostolic activities.
The video rapidly caught the attention of social media users, especially Catholics. Many took the opportunity to highlight the popularity of the sandals among religious people they know.
Kathryn Barush wrote, "When I walked to Montserrat on Camino the Benedictine Sisters and I all had the same Birkenstocks much to everyone’s delight."
"Birks & Nuns. Name a better duo…" declared Daniela Freeman.
Lucy F reassured the truth in the campaign, "This is so funny, I always say Birkenstock needs to sponsor the monks of the monastery I attend Mass at, they’re big fans! Love this ❤️❤️"
Diana Marie Wehbe shared, "I literally started wearing Birkenstocks because of Cistercian Nuns in Massachusetts!!!!!!"
And of course, several religious women also commented, "Been wearing Birkies for 30 years! First week was like walking on rocks, then I never looked back!" said Sr. Birgitte McNulty.
And Sr. M. Clarita: "I also wear them under the habit 😇."
One nun even saw this as the perfect opportunity to ask the company for a discount. "Actual nun here and I live in the pair that I have, but they’re definitely in need of replacing. @birkenstock any discount for nuns?" wrote Sr. Robbie.
Unfortunately, Birkenstock's response didn't come as expected: "Hi @rfsndr, we cannot offer a coupon or discount code, but feel free to check birkenstock.com to see if there are any sales or promos going on in your region. Alternatively, you may check out authorized BIRKENSTOCK retailers in your area. 🙂"
Which prompted user Julia SanMartin to reply right away, "@birkenstock it was good marketing until it wasn't."
What did you think of the campaign?