Luxury sneaker brand Golden Goose has tapped Hollywood legend and activist Jane Fonda to front its latest campaign, Born to be a Super-Star. The campaign, celebrating the brand’s 25th anniversary, highlights its signature Super-Star sneaker while bringing together a diverse cast of figures who embody the spirit of reinvention and resilience.
At 86, Fonda remains a cultural force, known for her decades-long career in film, her trailblazing fitness empire, and her unwavering commitment to activism. With a career that spans multiple generations, she has consistently defied expectations—qualities that align with the ethos of the Super-Star sneaker, originally designed in 2007 as a tribute to the skate culture of Venice Beach.
Joining Fonda in the campaign is an eclectic group of personalities, including Olympic skateboarder Keegan Palmer, Italian Paralympian Alessandro Ossola, American restaurateur Joe Bastianich, and renowned fashion stylist Cristina Ehrlich. Together, they represent different industries, backgrounds, and achievements, reinforcing Golden Goose’s message of self-expression and perseverance.
The campaign video takes a high-energy, narrative-driven approach, spotlighting those who push boundaries and redefine success on their own terms. The brand’s Super-Star sneaker, known for its intentionally distressed look, has long been a symbol of individuality—a theme that runs throughout the campaign.
Golden Goose, which has built a cult following for its handcrafted, lived-in aesthetic, is using this campaign to kick off a year of celebrations marking its 25th anniversary. While the campaign plays into the brand’s heritage, it also underscores a broader message: embracing one’s own unique journey, no matter the field, age, or ambition.
For Fonda, who has spent a lifetime championing authenticity and reinvention, the campaign feels like a natural fit. “Born to be a Super-Star” is not just a celebration of a sneaker, but a call to action—one that encourages people to take risks, dream bigger, and step boldly into their own spotlight.
Golden Goose stores can be found in Dubai at The Dubai Mall and Mall of the Emirates for those looking to explore the collection firsthand.
