Aldo Launches ‘Try Every Thing’ Campaign for Fall 2025

Aldo is kicking off fall with a new campaign aimed at attracting new customers to the 53-year-old shoe and accessories retailer.

Called “Try Every Thing,” the company described the initiative as a “transformative brand evolution” developed in partnership with strategic creative New York agency Combo with the aim of speaking to a generation navigating first jobs, fresh starts, big moves and personal breakthroughs.

Daianara Grullon Amalfitano, chief brand and product officer at Aldo, told FN in an interview that this new campaign is all about strengthening the company’s relationship with its current consumers while also attracting a new generation of shopper.

“The root of it is about encouraging our customers to wear our shoes with confidence,” Amalfitano said. “We love hearing stories about people’s first pair of heels for a job interview, or their first pair of shoes for prom. It’s with that spirit that we came up with this campaign, so that we can encourage our customers to try their first pair of Aldo shoes and to experiment and try new things.”

To help speak to the younger generation, Amanda Amar, vice president of global brand strategy, social media and PR at Aldo, noted that the company is partnering with TikTok in creators to bring the campaign to life. At the center of the launch is a global TikTok Branded Mission that calls on creators at scale to share real-life “firsts” — karaoke nights, interview jitters, spontaneous adventures.

“For this challenge, we’re asking people to step out of their comfort zones, try something new with us, use our hashtag, and then incentivizing with prizes,” Amar said. “We have four prizes of $5,000 for four different winners. We’re so excited to launch this and see what these creators come up with.”

The executive noted that this new TikTok challenge follows the brand’s success with the “Step Into Love” hashtag challenge, which generated over 6 billion earned impressions and ignited Gen Z engagement.

As for the rest of the Try Every Thing campaign, the company has launched a series of short-form cinematic vignettes that aim to “capture emotionally honest, relatable moments.” Shot in Montreal by David Picard, directed by Stefanie Soho, and styled by longtime Aldo collaborator Cary Tauben, the campaign includes moments like a woman walking onto a karaoke stage for a solo number and a young man at first reserved and then boisterously attempting to play the tuba.

And speaking to the next generation of consumers is nothing new for the company. Aldo Group CEO David Bensadoun noted that the company “has always been about young fashion.”

“As with any brand, there are moments when you follow your customers as they evolve, and moments when your customers follow the brand as it evolves,” Bensadoun said. “We can all think of great brands in our industry that did too much of the former and not enough of the latter. Finding the right balance is essential, and Try Every Thing represents a key moment where Aldo is boldly restating its leadership as a young fashion brand.”

And Aldo founder Aldo Bensadoun, often referred to as “Mr. B.,” agrees. “Everything evolves – trends, technology, our customers,” he said. “Growing up and throughout my journey with Aldo, one thing has remained constant: learning and evolving never stops. You have to be ready to try because that’s where the learning happens.”