Red Wing Shoe Company, the global leader in the design, production and distribution of work, safety and lifestyle footwear, is announcing today that it has selected Droga5 New York as its newest creative partner. Droga5 has been tasked with handling strategic and creative development for the brand’s experience-focused marketing efforts across North America.
Established in 1905 in Red Wing, Minnesota, the Red Wing Shoe Company specialises in shoes for those working in areas such as construction, residential and commercial electrical servicing, and the oil and gas industry. Together, Red Wing Shoe Company and Droga5 are aiming to celebrate the brand’s legacy by highlighting the role of trade workers building and shaping America. Red Wing and Droga5’s collaboration began in June 2020. The first work is expected to debut in the second half of 2020.
Commenting on the collaboration, Dave Schneider, chief marketing officer at Red Wing Shoe Company, said: “The team at Droga5 has a unique ability to help brands punch above their weight, through strategic and creative work that finds its way into culture. As we gear up to further tell our brand story and celebrate our legacy of helping essential workers build and rebuild America, Droga5’s philosophy and strategic approach to our business made them the perfect match for Red Wing.”
Scott Bell, executive creative director at Droga5, added: “While it can be difficult to find brands who truly share the ambition of creating influential work, Red Wing’s appetite for culturally impactful, fresh work is undeniable. The team here at Droga5 is looking forward to sharing Red Wing’s brand story in a creative and honest way.”