SPONGE places it Osmosis silhouette in its center Shoes for doing thingsa campaign based on short video scenes taken from everyday routines. Founded by Salehe Bemburythe brand frames the shoe through repeated use in different activities, shifting familiar actions through unexpected visual changes.
SNEAKERS
The Osmosis design combines performance and lifestyle references through an organic structure intended for varied everyday use. It features SPUNGE’s SQUISH TECH cushioning, which provides cushioning, stability and responsiveness for extended use. The construction supports use in different environments, aligning the shoe with a wide range of conditions seen throughout the campaign.
Each scene presents a routine action and introduces a surreal adaptation that changes the way the moment is read. These vignettes create a series where repetition meets variation, connecting the shoe to everyday wear without relying on performance-based framing.
Salehe Bembury said Shoes To Do Stuff is based on the curiosity that exists in everyday routine. He designed Osmosis for use in all parts of the day, extending beyond performance in transitional moments and reflecting the way people live and interact with movement.
Shoes To Do Stuff builds its direction through this connection between product and use. The campaign keeps Osmosis present in every scenario, reinforcing its role in everyday activity through repetition and variation of settings.
SPUNGE will release the Osmosis in new colorways, Merlot and Mung, on April 16, 2026. The model will retail for $150 USD, with additional colorways scheduled to release in the coming months.
