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From the comfort of your favourite sneakers to the confidence boost of your power heels, shoes aren't just accessories – they're everyday companions that walk us through life's journeys. Whether we're sprinting towards a finish line, standing as support in pivotal moments, or simply passing down shoes to the next generation, the role shoes play in our lives goes beyond fashion statements.

The new campaign from SHOE SHOW, INC., 'Shoes For Every One,' is the retailer’s first major brand campaign since McKinney became creative and media AOR in 2021. This campaign is a marked shift from performance to brand, and focuses directly on the communities that SHOE SHOW, INC. serves. As America's largest independent, family-owned shoe retailer since the 1960’s – with over a thousand retail locations – SHOE SHOW, INC. understands the importance of providing affordable options tailored to the diverse needs of its customers. Through its brick-and-mortar strategy and extensive network of stores, the company maintains its commitment to affordability through every aspect of their operations, ensuring savings without sacrificing quality. Led by Lisa Tucker, the company remains steadfast in the Tucker family’s long-standing commitment to the families that rely on SHOE SHOW, INC. to be there for them through all of life’s important moments.

"At the heart of our brand is the principle that every decision we make is meant to serve our hardworking customers, and we have a profound sense of pride in knowing that our efforts contribute to the well-being of the communities we serve,” said Lisa Tucker. “Partnering with McKinney and director Andrew Becker, we’re celebrating resourceful Americans by telling their stories of trials and triumphs.”

Runner follows an aspiring cross-country athlete. He hides his desire to run, telling his mom he's quitting. However, his mother's intuition kicks in when she sees his worn-out shoes. Determined, she takes extra shifts to surprise him with new shoes, expressing her support with a heartfelt note: "I want to see my baby fly."

“With our first brand campaign for SHOE SHOW, INC, we wanted to channel the brand’s commitment to its customers and tap into the universal experience of searching for affordability in an emotional way, especially in today’s world where everyday things seem less attainable,” said Lyle Yetman, co-chief creative officer at McKinney. “Our goal was to tell stories that resonate with audiences from all walks of life.”