LaCrosse Footwear Reveals “Revolutionary Footwear” Campaign

PORTLAND, Ore.--(BUSINESS WIRE)--LaCrosse Footwear, a premium footwear brand, today unveils its 2012 marketing campaign, entitled Revolutionary Footwear. The campaign speaks to ingenuity, emphasizing LaCrosse’s rich heritage and ongoing dedication to building innovative, quality footwear. The campaign will also highlight today’s innovators - men and women who show ingenuity in finding ways to sustain their respective industries for years to come. The campaign launches with an all-new LaCrosse website and social media platform.

“We are exceptionally proud to bring this Revolutionary Footwear story to our customers and celebrate the core values of the LaCrosse brand as it has grown over time. From the beginning, LaCrosse has delivered innovative, performance-based solutions to its customers and consumers”

LaCrosse Footwear was established in 1897 – a time synonymous with the birth of industry and the boom of innovation: the Industrial Revolution. In its beginning, LaCrosse manufactured rubber horseshoes in rural La Crosse, Wisconsin. As time progressed, manufacturing capabilities broadened, and LaCrosse began building function-rich rubber boots. Over 115 years later, the company continues to embrace innovation, delivering revolutionary solutions to its performance markets and introducing new urban casual styles inspired by its rich heritage of quality and industrial design. The Revolutionary Footwear campaign reflects the pioneering nature of the brand that came of age in the Industrial Revolution and now progresses forward as part of the revolution occurring in America today. It celebrates the uniquely American values of hard work, determination, respect and willingness to take on new adventures – ultimately shaping the future in the spirit of our nation’s past.

About Revolutionary Footwear

Revolutionary Footwear was created by LaCrosse’s in-house Creative Team: Director Haven Anderson, Art Directors Karen Wolf and Tally Gunstone and Producer Peter Christenberry. The campaign is supported with retro-inspired, authentic imagery for the brand’s casual and performance product categories, a brand video, short-film series, and a redesigned website and social media platform.

Content supporting the campaign will kick off with a brand video depicting LaCrosse’s perspective on the birth of industry in 1897 and the challenges industry faces today. Shot primarily in rural American settings, where the LaCrosse brand’s core work and outdoor industries have existed for decades, this content depicts the unique, authentic values of the rural lifestyle. An Inventor Series of films will follow with a sequence of stories to showcase visionaries of modern industry. Individuals featured demonstrate how they are sustaining their respective industry through innovation. Additional technology videos will explain technical aspects of the brand’s work and outdoor performance product, providing a visual of the solution-based elements incorporated into every pair of LaCrosse boots. These videos will roll out individually in Fall 2012 on the LaCrosse website, Facebook and YouTube.

In addition to supporting LaCrosse performance footwear, the campaign includes content for the new casual line. Capturing the essence of the Industrial Revolution, images for the brand’s casual collection were shot at the Brooklyn Roundhouse in Portland, Oregon, which has housed and restored a number of America’s antiquated steam engines for many years. Symbolizing LaCrosse’s approach to designing its Fall 2012 collection, the roundhouse proved an ideal location, allowing the strong beautiful lines of the steam engine to accent the strong beautiful lines of the footwear. A behind-the-scenes video of this photo shoot will be featured on the LaCrosse website and social media outlets.

“We are exceptionally proud to bring this Revolutionary Footwear story to our customers and celebrate the core values of the LaCrosse brand as it has grown over time. From the beginning, LaCrosse has delivered innovative, performance-based solutions to its customers and consumers,” said Laurie Shaw, Director of Marketing at LaCrosse Footwear. “We are proud to again lead the way, celebrating the men and women that are willing to embrace the challenges of today and create the opportunities of tomorrow. We live by this creed and will never stop working to create revolutionary footwear solutions for the future.”

LaCrosse will share the Revolutionary Footwear Campaign primarily on the new LaCrosse website, and use the Facebook Timeline feature to illustrate its heritage of innovation over the last 115 years.

About LaCrosse Footwear, Inc.

LaCrosse Footwear, Inc., a wholly owned subsidiary of ABC-MART, is a leading developer and marketer of branded, premium and innovative footwear for expert work and outdoor users. The company’s trusted Danner^® and LaCrosse^®brands are distributed domestically through a nationwide network of specialty retailers and distributors, and internationally through distributors and retailers in Asia, Europe and Canada. Work customers include people in law enforcement, agriculture, construction, industry, military services and other occupations that need high-performance and protective footwear as a critical tool for the job. Outdoor customers include people active in hunting, outdoor cross training, hiking and other outdoor recreational activities. For more information about LaCrosse Footwear products, please visit our Internet websites at www.lacrossefootwear.com and www.danner.com.