U-Power, a global leader in safety footwear, set out to launch its first lifestyle shoe, U.Lite, with one clear goal: reach everyone who spends their day on their feet.
In an overcrowded sneaker market, we chose to focus on what U-Power already owns better than anyone else: real, unrivaled comfort. That’s where “Comfort is Power” comes from—an idea that turns comfort into the brand’s superpower, capable of lifting every moment and making any day feel lighter.

We brought this concept to life through a national campaign with three TV spots and OOH subjects, using a direct, straightforward tone that introduced U-Power to the lifestyle world without losing its identity.
In just four weeks on air, the campaign reached and resonated with exactly the audience it was built for—delivering 3,400 TV airings, over 6 million impressions, and more than 5 million video views, positioning the brand as a credible new player in the comfort-driven lifestyle market.