Diesel promotes a collection of its new sneakers, which are “Not made for running. Great for kicking asses,” with a campaign that is all about butts and people who deserve to be punished for the things they do or say. Following its “Stupid” strategy, the brand launched a section on its website, featuring the new catalogue, videos, Twittas service, and online activity with kickable characters.

The reason why the new collection of sneakers has nothing in common with sport is very easily explaned: it’s “because you run when you’re scared. Scared of getting fat, or being late, or that something bad will happen to you. Diesel is different. Diesel is stupid and stupid doesn’t run from anything.”

The idea behind the project is that there are lots of people around the globe who deserve their asses kicked, and now it is high time to do it. Diesel invites its fans to select a person from the list of bad people (it includes the paparazzi, the dentist in TV ads for toothpaste, the mime, the professor who doesn’t let you pass his exams, blonde models, the lady, who won’t pick up her dog’s poops from the street and many more), choose the shoe and the style and kick! Visitors are also encouraged to vote for one of the characters on the list or even add a new character. “Stupid like to kick asses. Believe us. Kicking the ass of someone who deserves it is one of the unspoken pleasures of life. It just feels so good,” states the brand.

Diesel also invites to contribute to the movement and expand the list of kickable Twitters by submitting feeds of people (celebrities, politicians or TV hosts) who write nonsense in their short posts. There is also a feed, Twittass, which aggregates posts with the #kickthisass hashtag about everything that might relate to the ‘stupid’ theme. Visitors of the Hub can also play on asses in the «Kick-ass Beatbox» section.

Watch more videos here.