On Wednesday, Rockport unveiled a new look for Fall ’16 inspired by the movers and shakers who shape the brand. The new “Made for Movers” campaign spotlights the brand’s passionate shoe makers and keys into the concept that looking good and feeling good shouldn’t be mutually exclusive.
“Made for Movers illustrates the heart and soul that goes into both making and wearing our shoes,” said Susan Dooley, Rockport senior vice president, global marketing. “Our consumers are constantly on-the-go, doing what they love. They want to look good and feel good without a second thought. We understand that at Rockport because we’re movers too.”
The campaign, which will roll out in all branded environments, including Rockport-owned retail stores, wholesale display program, showrooms, trade show booths and its future HQ in Newton, Mass., is part of an overall brand revamp. This fall, Rockport will also debut new packaging and refreshed digital experiences designed to encapsulate the “Made for Movers” concept and showcase the real stories of movers behind the scene at Rockport.
Imagery from the campaign depicts men and women walking through fall leaves and city streets, and product shots with technology call outs. Store windows are tagged with sayings like, “Meet the boots you’ll live in all season long.”
The makeover comes one year after Drydock Footwear Group and The Rockport Company combined to become The Rockport Group.
“Our heritage lies in generations of shoemaking experience we have here at Rockport,” said The Rockport Group President and CEO Bob Infantino. “Ultimately, though, it’s not about us. It’s about our consumers around the world and the opportunity we have to create incredible footwear and a compelling brand experience for them.”