For Gen Z, changing the world is not a top priority. Their focus is more on getting or buying the latest sneakers. Ironically, this generation always seeks comfort but is not willing to step out of their comfort zone to act for world change. That's why we have created the world's most famous stone. In partnership with the biggest sneaker brands in the world, we will place stones to remind you of the causes that should make you uncomfortable.

We decided to ally with brands that capture the attention of young people like Nike, Adidas, Reebok, Puma and others, to make them uncomfortable through the same sneakers, using something as simple as a stone in the shoe, literalizing the famous expression "a stone in the shoe" once the young people were surprised to find a stone in their favorite sneakers, they found a message with a QR code inviting them to activate in favor of the world.