Diesel Reintroduces Their Best Selling, ‘Pre-Internet’ Shoe From 1993

Diesel Reintroduces Their Best Selling, ‘Pre-Internet’ Shoe From 1993

The brand is re-launching ‘YUK’ and offering people the chance to win a pair if they don't post anything online for 3 days.

Emma Hutchings
  • 5 december 2012

Diesel is re-launching its best-selling ‘YUK’ shoe from 1993, calling it the ‘Pre-Internet Shoe‘. The brand is promoting the shoe’s lack of technology, with no tracking, timing, or wallposting. Ad Age reports that it is also encouraging fans to stay offline, directing them to a Facebook campaign called the ‘Pre-Internet Experience’ that has them pledge not to post on Facebook for three days. If they also promise not to use Twitter or Instagram, they can reduce this to two days.

Diesel Reintroduces Best Selling Shoe Of 1993, Encourages Fans To Go Offline

Those who complete the task could win one of the twenty pairs of YUK shoes up for grabs. However, the campaign has somewhat mixed messaging. Can it really be a ‘Pre-Internet’ experience when fans are first directed to an Internet site? You can check out one of the ads for the no-tech shoe below:


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