More than a campaign, ‘Try Every Thing’ is a mindset that reshapes how ALDO shows up across culture, style, and every customer touchpoint.
Dubai, UAE (September 2025) – ALDO, the global leader in fashion shoes, bags and accessories under Apparel Group, is entering a new era with Try Every Thing, a transformative brand evolution developed in partnership with strategic creative New York agency Combo. Inspired by one of life’s most defining stages: the moments you really lean into discovering your passions, your people, and your sense of self. Launching Fall 2025, Try Every Thing speaks to a generation navigating first jobs, fresh starts, big moves, and personal breakthroughs, inviting them to show up fully with style, curiosity, and comfort.
Try Every Thing marks the beginning of ALDO’s next chapter and a renewed commitment to experimentation and fearless self-expression. Fueled by a creator-led TikTok Branded Mission and a fully integrated 360° marketing rollout, the campaign aims to inspire a new generation to step out of their comfort zone and try new things. This evolution will unfold through compelling product storytelling, breakthrough creator partnerships, immersive experiences, and a social-first approach to community. At its core is a simple belief: you never know until you try; what’s the best that could happen?
This new era builds on ALDO’s over five-decade tradition of innovation and cultural connection. From early days pioneering bold campaigns in support of AIDS awareness to headline collaborations with icons like Barbie, Disney, Wicked, and WNBA gamechangers such as Diamond DeShields, ALDO has always pushed boundaries beyond the expected. Now, the brand is reintroducing itself to the young and the young at heart, meeting them where they are at the intersection of personal style and self-discovery.
Try Every Thing follows ALDO’s Retrospective campaign, an immersive experience that celebrates the brand’s 53-year legacy. The Retrospective will showcase ALDO’s archives and heritage, offering never-before-seen visuals and a glimpse into the brand’s fearless spirit of creativity and experimentation. It marks the beginning of a new chapter that bridges ALDO’s past with its future – one that has always been focused on relevance, optimism, and bold innovation.
A New Chapter Rooted in Real Life
Try Every Thing is rooted in the insight that people make 80 percent of their major life decisions before the age of 30. It is a time of change, vulnerability, and possibility, and ALDO shows up as a co-conspirator in that journey. Whether it is starting a new job, moving to a new city, or exploring personal style, ALDO offers confidence, comfort, and encouragement. After all, you never know until you try.
Social-Powered: A Mindset Made to Move
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. This is a campaign about feeling the moment, not just posing for it. The mission follows the brand’s breakout success with the Step Into Love hashtag challenge, which generated over 6 billion earned impressions and ignited mass Gen Z engagement.
Real Stories, Real Style
ALDO’s Try Every Thing campaign comes to life through a series of short-form cinematic vignettes that capture emotionally honest, relatable moments: a woman walking onto a karaoke stage for a solo number, a young man at first reserved and then boisterously attempting to play the tuba. Shot in Montreal by David Picard, directed by Stefanie Soho, and styled by longtime ALDO collaborator Cary Tauben, the campaign reflects ALDO’s core values — inspiring bold action, celebrating everyday style, and creating content that entertains, resonates, and educates through a fresh, youthful lens.
“Try Every Thing is our invitation to a new generation, one that is curious, self- expressive, and unafraid to live for the moment,” said Daianara Grullon Amalfitano, Chief Brand and Product Officer. “We are stepping into the lives of our customers not just with a product, but with purpose, encouraging them to go for it, especially if it is messy, new, or intimidating. Our hope is that our new brand ethos gives young people the inspiration to embrace new experiences and celebrate personal growth. That is where real magic happens. And we want to be there for every step of it.”
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About ALDO
Founded in 1972, ALDO, the group’s flagship brand, delivers fashion to a diverse customer base
at prices that make keeping up with seasonal styles a luxury within reach. ALDO’s 53-year history
has seen the brand become one of the world’s leading fashion footwear retailers with a presence in 110 countries, a global fleet of 1400 locations and more than 250 million customers visiting our stores each year. For more information, please visit www.aldogroup.com and follow @aldo_shoes and #AldoCrew on social media for updates.
INSTAGRAM: @aldo_shoes
TIKTOK: aldo_shoes
FACEBOOK:ALDOShoes
YOUTUBE: @aldoshoes
PINTEREST: aldoshoes
About Apparel Group:
Apparel Group is a global fashion and lifestyle retail conglomerate based in Dubai, UAE, with a growing network of 2,300+ stores and a diverse portfolio of 85+ international brands across 14 countries. The Group has established a strong presence in the GCC—Bahrain, Saudi Arabia, Kuwait, Qatar, and Oman—and continues to expand across key markets including India, Southeast Asia, South Africa, and Egypt. Offering an integrated omni-channel experience, Apparel Group represents global names such as Tommy Hilfiger, Skechers, ALDO, Charles & Keith, and Tim Hortons. Its sustained growth is driven by a multicultural workforce of 27,000+ and steered under the leadership of its founders, Sima Ganwani Ved and Nilesh Ved.
