Safety. Performance. Comfort.

Red Wing Boots

1. Brand Overview

Who They Are

Red Wings Shoes is an American heritage brand founded in 1905 in Red Wing, Minnesota. The Red Wings were originally built for mining, farming, and factory industries. The brand is now synonymous with durability, craftsmanship, and timeless utility. Today, Red Wing exists in an interesting duality rooted in blue-collar America and urban fashion cycles. Their boots aren’t mass-manufactured, as customers are known to repair and resole them. Red Wings doesn’t just sell boots, they sell proof of work. 

Business Objective

The goal of this campaign is to increase sales from current customers and younger Gen Z customers. Also, expand Red Wings women's sales through DTC channels. Decrease CAC by x amount across social channels. Secure new wholesale partners globally, with a strong focus on mid to high-end stores. Increase impressions/engagement across social channels and drive foot traffic in retail stores. 

2. The Challenge

Problem

Red Wing is at the crossroads, among their legacy audience and a younger, more style-driven customer. Their product is loved by both segments, but the brand's story isn’t breaking through in a way that feels personal or relevant. Competitors are leveraging lifestyle and creator-driven cycles, while Red Wing’s presence remains sporadic and subdued. Without a clear voice in culture, especially amongst the younger generations, Red Wings risks becoming iconic but invisible. 

Why It Matters

If Red Wings doesn’t evolve its communication strategies, it risks losing potential customers and even legacy customers. The 18-30 demographic isn’t a nice-to-have audience, but it's the future of the labor force and lifestyle market. A majority of these customers aren’t just buying products, they are buying products with narratives, identity, and communities (all of which Red Wings has; they just need to communicate that message). This segment has most likely never resoled their shoes or had them repaired. Without continued traction, growth will stall, and wholesale partners may look for other boot brands to fill their shelves with. Red Wings boots may last a lifetime, but their brand may not. Workwear is having its moment in culture with customers craving vintage gear and authentic brands. With an extremely strong history, Red Wings should be able to show up if otherwise, they will get drowned out by louder and flashier competitors. 

3. Audience

Who They Are

This campaign is targeting people between 15 and 35, split between high school kids, blue-collar tradesmen, and creative professionals. They value authenticity, craftsmanship, and aesthetic integrity. Their style is intentional with items like Carhartt jackets, rings, thrifted items, and denim. They live in urban neighborhoods and enjoy doing things outside like hiking, fixing, and building things, and scrolling social media for inspiration. They follow taste makers on social media and shop from brands that feel personal. They trust word of mouth, peer validation, and visual storytelling more than influencer ads. If a brand doesn’t show its values, they tune out. 

What They Want

This group wants purpose in the items they buy. When they buy a boot, they’re not just looking for durability but affirmation in their beliefs with realness. They want things that last and get better with age, something that tells a story. They want to feel a part of a movement that values grit and hard work. Red Wings doesn’t need to compete on trends, they need to double down on their heritage and truth. This will show buyers the brand's legacy and give them a reason to see Red Wings as their rite of passage, not their dad's boots. 

4. Insight

Core Human Truth

Nobody wants to feel disposable unless they buy a disposable camera. The younger generation has grown up in a culture of high churn rates with fast fashion, swiping through relationships, and jobs that make them feel like parts rather than people. The Red Wings have historically appealed to customers due to their high quality, which symbolizes a product that will outlast every piece of boot or clothing you’ve bought before. This audience wants proof, something that says “been there, done that. Still standing.”

Supporting Signals

Across social media, you’ll see posts showcasing users' faded jeans, oiling their jackets, and creating custom fashion pieces. There are also pages like r/Buyitforlife where consumers aren’t bragging about the hype new piece of gear they just bought, but instead the neat piece they just found thriftin' or other old gear that has performed for generations. During covid lockdowns, boot restoration and resole videos racked up millions of views, not because people want to DIY everything they buy, but because they love products that will last a lifetime. People are sick of fast fashion and want items that will last. 

5. Strategy

Strategic Platform

Red Wings doesn’t need to reinvent their products, they need to double down on their core messaging. Red Wing is gear that earns its worth through time. Red Wings is selling products that last. Stories from real people will help, like construction workers, welders, and other professionals whose boots have seen it all. The goal is to spotlight its wearability and build pride in its products. Red Wings shows up in a world that has been built to break, they have been through it, just like its customers. 

Strategic Rationale
Explain why this strategy works. Connect it to both the business challenge and the human insight. Avoid fluff—make the logic airtight.

Example prompt:
What’s the direct line from problem to idea to solution?

Red Wings' problem isn’t its product but its brand visibility and perception. This campaign aims to bridge the gap between utility and aspiration by combining performance and heritage. This will hopefully invite the next generation of customers to see the brand as tough, purpose-driven, and proven. This strategy will connect with currently unserved markets like Gen Z, women, and lifestyle customers. 

6. Campaign Expression

Tagline or Headline

Campaign Title: Proven Durability. // Made In America. //  Worn For life. // Legendary Heritage. // Since 1905. // Committed to Craftsmanship. // Safety. Performance. Comfort. // Soft Interior. Tough Outer. // Generational Boots. // Durable & Flexible. // Measure Twice, Cut Once. // Integrity. Community. Excellence. // These Boots Were Made For Working // Built To Be Broken In. // Wear For Life. // 

Key Message

Ring Wing Boots were made to survive and become a part of your daily life. After seeing this campaign, we hope the audience feels that Red Wings is the partner they have been looking for and something that grows strong and more meaningful the longer you wear them. Red Wings aren’t just a pair of boots, they are a story waiting to be told. 

Creative Executions

• OOH - ads in trains, billboards, magazines, that showcase the boots and their ‘stories’ 

• Social - social media videos with short-form videos of users sharing stories behind their boots

• Video content - partnership with Huckberry, how it's made, exploring Red Wing vs Competitor boot in a day in the life videos (micro documentaries) 

• AR/VR try on 

• Partnerships - Slate Auto, Huckberry, 

• Restoration road show - Red Wing van offering boot restorations in major customer hubs with footage 

• Earned Media - Organic and Inorganic. 

7. Success Metrics

How We’ll Measure Impact

• Increase in the usual suspects (brand awareness, sales from current and new customer markets)

• Increase in repair shops that see an increase in Red Wings repairs. 

• Wholesaler expansion

• Earned Media