Wolverine Boots Celebrates Workers Who Make the Holidays Happen
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Wolverine Boots is shining a spotlight once again on the hard workers who make holiday celebrations bright with its latest campaign.
Called “Joy to the Work,” the campaign, which first launched in 2023, is a continuation of Wolverine’s commitment to recognize the “merry makers” whose tireless behind-the-scenes efforts create the magic of the holidays.
According to the Rockford, Mich.-based footwear company, the “Joy to the Work” campaign honors everyone from warehouse workers and delivery drivers to the parents working tirelessly to ensure this holiday season is nothing short of magical.
Melanie Nuechterlein, marketing manager at Wolverine, told FN in an interview that the campaign is the work boot brand’s way of expressing gratitude for those who do all of the hard work that goes into the holidays.
“It’s our way of saying ‘thank you’ and to take a moment and really appreciate all the joy that comes out of that hard work during the holidays,” Nuechterlein said. “As we approach the holidays, it can be a time of stress and anxiety. As a brand, we want to take a moment and pause to remind them that yes, the holidays are a lot of work, but it’s the joy and warmth that are created that make it worth it all.”
And while Wolverine did create a feel-good campaign this season, it still made certain to highlight its latest range of footwear.
“We have centered a lot of our creative directly on product,” Nuechterlein noted. “We are making sure to highlight some of our newer launches for the season, as well as some of the core classics that just have been our tried and true over the years. You’ll also see some of our outdoor holiday collection that is resurfacing this year.”
Some of the footwear featured in this year’s spot include the men’s DuraShocks SR Icon boot, the women’s Torrent duck boot-inspired cold weather boot, the men’s and women’s Trade Wedge classic moc-toe wedge work boot, the men’s Overpass boot and the men’s Glacier Surge and Glacier Surge Arctic snow boots.
But ultimately, the campaign is all about connecting to the core Wolverine consumer.
“With everything we do, we have to make sure that people are seeing themselves through the lens of whatever we’re showing,” Nuechterlein added. “For this campaign specifically, we really want to continue to inspire joy in those everyday moments, and really, find that balance of embracing nostalgia and also just continuing to drive forward a lot of family traditions and different things that happen throughout the holidays.”
Wolverine’s latest “Joy to the Work” campaign is now live through the end of December across digital channels.
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