New Campaign: Eytys x Michael Madsen

Eytys launched its new campaign with cult actor Michael Madsen

Our favourite Scandinavian footwear label is back with a new model in tow. This season Max Schiller and Jonathan Hirschfeld, the creative masterminds behind Eytys, are coming up with a small revolution; introducing “Jet” as the label’s first runner style model.

None other than actor Michael Madsen, who is widely celebrated for his role as Mr. Blonde in Quentin Tarantino’s cult classic “Reservoir Dogs”, was chosen to be the face of the campaign. The ad was shot by South African photographer Kristin-Lee Moolmann, who is taking the fashion scene by storm with her subversive work on modern identity in Africa and beyond. By bringing together Madsen and Moolman, the Eytys duo again proves their keen sense for current trends and developments, collaborating with two such headstrong individuals, who perfectly capture the sneaker’s maximalist aesthetic.

Naturally, the shoot took place in Eytys home base, Stockholm. An old ferry and a19th century residence were among the settings, ensuring a casual, but perfectly timeless allure. Always at the center: Michael Madsen boldly looking into the camera, with a cheeky smirk that is reminiscent of his on-screen counterpart Mr. Blonde.

“Jet” merges an ultramodern sportswear aesthetic with the classic design of a 70’s jogging shoe and thereby closes the gap between retro and modern, male and female, old and new. After all it is not only meant to appeal to millennials, but to inspire across generations.


Just in time for fall and in typical Eytys fashion “Jet” comes with a chunky rubber outsole, which is softened by a lightweight Pylon midsole. It will be available in four colorways ranging from off-white, to navy, khaki and classic black. Last but not least, we have the signature Eytys purple tab at the backside, which makes for some nice color contrast.