Nayeon of TWICE fronts Vivaia's Spring 2026 "Feel the Comfort" campaign in New York City

Vivaia taps TWICE’s Nayeon for its first ever celebrity campaign. The brand sends the K pop star through New York City in two key Spring 2026 styles. In doing so, the comfort-focused footwear brand makes a clear push for mainstream visibility.

The “Feel the Comfort” campaign launched on March 23, 2026. This campaign marks a first for the brand; no celebrity had fronted a Vivaia campaign before Nayeon.

Vivaia’s first celebrity move

Vivaia built its identity around eco friendly construction. Its shoes are made from recycled plastic bottles, and they feature comfort first design. As a result, the brand accumulated over 38 million pairs sold as of December 2025. Tapping Nayeon, one of the most recognizable faces in global K pop as a member of TWICE, signals a deliberate step toward a younger, fashion aware consumer. The brand intends to expand beyond its existing base.

The New York City shoot

The campaign was shot on location in New York City. Vivaia also operates a retail store at 68 Prince Street in Soho. Nayeon wears two styles throughout the shoot: the Jogger Sneakerina and the Margot™ Mary Jane 3.0, both from the Spring 2026 collection. The urban backdrop ties the footwear directly to an active, city-going lifestyle narrative.

The two featured styles

The Jogger Sneakerina sits within Vivaia’s growing Sneakerina category. This is a hybrid silhouette blending sneaker construction with a feminine flat aesthetic. The MargotMary Jane 3.0, priced at $139, is a square toe style and one of Vivaia’s best sellers. The 3.0 update expands width fit. Both styles reflect the brand’s APMA accepted comfort positioning.

Spring 2026 limited edition

The campaign ties to a Spring Limited Edition drop available through vivaia.com. Nayeon also highlighted additional picks from the collection, the Sneakerina Carol and Hybrid Mary Jane Cecily, extending the campaign’s product reach beyond the two hero styles shown in the NYC content.

Vivaia is positioning this partnership to reach TWICE’s global fanbase, known as ONCE, while reinforcing its comfort and sustainability story to a new demographic entering the women’s lifestyle footwear market.