Areto Unveils New Brand Campaign ‘U/A: Free the Child’ Celebrating Growth, Independent Personality and Curiosity
The campaign marks a new chapter for Areto, introducing Leaps Pro V and Leaps Pro for children aged 8-13 through a larger conversation that retains curiosity, intuition and playfulness without compromise.
POSTED BY : ANAGHA SAKPAL DATED ON : 15/10/2026 (9004379946) 📞
New Delhil (RMN) : Built on the belief that everyone deserves good design, design-led children’s footwear brand Areto has unveiled its new brand campaign ‘U/A: Free the Child’ which celebrates children’s curiosity, personality and freedom to explore. Marking a new chapter for the brand, the campaign introduces Leaps Pro V and Leaps Pro, two footwear ranges designed for children aged 8-13 that bring together the changing needs of growing feet and a free playful spirit.
The idea of ‘Free the Child’ challenges the notion that growing up means curbing curiosity, expressing less or being less willing to question the ordinary. From the perspective of Gen Alpha/tweens who think independently, form their own opinions and interact with the world on their own terms, the campaign encourages adults to retain the instinct to explore, experiment and ask why.
The campaign’s U/A identity playfully takes from film certification. It celebrates the unbroken spirit of childhood while inviting adults to reconsider rules and expectations that can gradually become limiting. “The world of children should open up as they grow, not shrink. People in the age group of 8 to 13 years are exploring their personality and learning to question the ordinary. And adults can learn a lot from their curiosity. ‘Free the Child’ celebrates that spirit and reminds us that growing up does not mean outgrowing who we are. This belief also shapes how we design footwear. As children grow, their activities, movements and footwear needs evolve. With Leaps Pro V and Leaps Pro, we bring together the support that older children need with adaptive technology, breathability and flexibility that define Areto,” said Satyajit Mittal, Founder and CEO of Areto.
For Areto, freeing the child means rethinking the everyday essentials that shape children’s movements. As their routines become more demanding and their movements become more dynamic, footwear needs to evolve to provide more support and hold without compromising natural movement. This thought translates the campaign’s philosophy into design, with research informing the changing needs of older children.
Bringing ‘Free the Child’ to Life Through Leaps Pro V and Leaps Pro Designed for children navigating classrooms, playgrounds, sports and other activities, Leaps Pro V and Leaps Pro combine enhanced support with Areto’s signature adaptive technology. Both ranges feature patented Supergrooves technology, designed to expand up to three sizes as a child’s foot grows. An infiniknit stretchable, breathable knitted upper and squishy foam shock-absorbing insole.
A flexible, barefoot-style footwear sole supports natural movement, while a non-marking outsole makes the shoes suitable for school corridors and indoor courts. The Pro range also includes a midfoot panel and padded collar designed to help keep the foot and heel secure during fast, multidirectional movements.
Leaps Pro V features velcro straps, while Leaps Pro features flexible laces that can be tied once and worn like slip-ons. Both ranges are available in multiple colours, with prices starting from Rs 3,499. Together, the campaign and the new range reflect Areto’s belief that children should have the freedom to grow, move and explore on their own terms.
Campaign Links:
https://www.instagram.com/p/DeZbUOzIKzR/
https://www.instagram.com/p/DeeQ6A9omdD/
https://www.instagram.com/p/DeYnC1coTHZ/
https://www.instagram.com/reel/DeV3djBzrBU/
About Areto : Areto is a design-led children’s footwear brand built on a simple belief: everyone deserves better (footwear) design. Founded to rethink children’s footwear from first principles, Areto brings together thoughtful design, footwear science and adaptive technology to create products around how children naturally grow, move and explore. Its patented Supergrooves technology is designed to adapt to growing feet, while its contemporary approach brings together function, comfort and style. Today, Areto reaches families through more than 80 retail stores across India, several online marketplaces and its own direct-to-consumer platform. Trusted by more than two lakh parents, the brand is committed to creating thoughtfully designed footwear that supports growing feet and childhood freedom.
