EXCLUSIVE: Golden Goose’s Latest Campaign Stars Jasmine Paolini and New Superflat Sneakers
Golden Goose’s latest sneaker release, the “True-Star,” has a real-life champion endorsing it.
Tennis player Jasmine Paolini fronts campaign images and a video for the launch of the new design. Hinged on the footwear firm’s heritage in intentionally distressed sneaker styles, the new shape inspired by late ‘60s running shoes conveys a worn-in feel – and falls in sync with the current trend for super flat sneakers.
Featuring a squarish toe cap, foldable heel tab and intricate stitching, including the one in a zigzag pattern running down the heel tab, the shoes show an affinity with Golden Goose’s best-selling Superstar sneakers.
The new footwear style is defined by mismatched trekking-inspired laces and comes with an additional set for extra customization.
Billed as genderless, they debut in white leather and tobacco brown suede versions, while a female-intended iteration in pink suede features a silver-foiled star and dark grey leather inserts.
The Italian-Polish tennis player Paolini, already a Golden Goose ambassador since January, is all smiles in campaign images, portrayed as she sits casually on a wooden chair exuding the laid-back and effortless attitude of the youth.
“Every step of this journey has shaped me, and I’m excited for what’s ahead. As an Italian athlete, being part of the Golden Goose family feels special, and I’m proud to share these values with a brand that stays true to itself, just like I do,” Paolini said.
The athlete rose to the fourth spot in the 2024 global female tennis players’ ranking after landing the finals in the French Open and Wimbledon tournaments, among other achievements. With last January’s appointment as a Golden Goose ambassador, Paolini joined the likes of Zizou Bergs, as well as padel aces Marta Ortega and Juan Lebrón in the role.
In the “True-Star” campaign video, a raw- and vintage-tinged interview, Paolini elaborates on the concept of authenticity. “For me, being authentic means having values I believe in and always pursuing them. Honesty is incredibly important to me, as well as doing the right thing. I always strive to act with integrity towards others around me,” she says.
Retailing at 545 euros, the “True-Star” sneakers are available from Tuesday on the brand’s e-commerce site as well as flagship stores, in addition to select retailers.
Golden Goose was established in 2000 and is best known for its successful Superstar sneakers. In 2020, the company was acquired by the private equity fund Permira from the Carlyle Europe Buyout fund. Last year the company, which had announced plans to go public, postponed its initial public offering “as a result of European market volatility.”
The brand has championed a community-driven approach, for example hosting Haus of Dreamers all-encompassing cultural events in Paris, Los Angeles and most recently in Marghera, Italy, where the company is based.