Apparently, Diesel is all about being stupid. To them, being stupid means not being scared of anything. This logic explains their latest campaign for Diesel Sneakers, which unlike other sneakers, aren't made for running ... they're made for kicking ass.

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The Diesel Creative Team worked with the Argentinean agency Santo and Nacho Ricci to shoot short films that show instructions on how to use their sneakers for kicking the right asses. In straight up Diesel-style they’ve also unearthed an ass-kicking machine from the Bolshevik Revolution and written a letter to the Olympic Committee to have ass-kicking accepted as an Olympic discipline in London 2012. You can check all this out in the Sneakers FW10 catalogue, which is available in stores now.

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