Alexa Lampasona is the PR Manager at Xero Shoes, where she creates and implements media relations strategies for the company worldwide. Xero Shoes’ barefoot shoes, boots and sandals prioritizes natural comfort through a foot-first design. Alexa maintains strong and ongoing relationships with media, including freelance writers, print, online, broadcast, and trade media. As the overseer of global PR for Xero Shoes, she manages PR partners in Germany, Spain, and the Czech Republic. Her daily activities include targeted pitching to secure top-tier media placements for executive visibility, expert commentary, product launches, and news coverage. She collaborates closely with the product, marketing, and leadership teams to ensure that the company’s product and business news is widely shared. She keeps herself updated on the latest trends in the footwear, outdoor, and wellness industries, finding ways to weave in Xero Shoes’ messaging focused on natural movement.