The initiative will break this week and includes press, posters and in-store ads.
The campaign, supporting Rieker's winter range, is the first to be produced by Feel since the through-the-line shop was appointed to handle the account in July.
The ads are based on myths that have grown up around shoes. The "lighten up" proposition is intended to give Rieker a personality and to back its claim that its shoes are lighter than rival brands.
One ad suggests that: "Spanish women throw their shoes at the best matador to get their attention."
Chris Arnold, Feel's creative director, said: "We've tried to get away from the usual boring stuff of a pretty girl modelling a pair of shoes."
The ads were written and art directed by Rob Fippard and illustrated by Joy Gos-ney, Gill Bradley, Paquebot, Tim Ellis and Serge Seidlitz. Media planning and buying is by Immediate.