PORTLAND, Ore.–(SOREL, a premium boot brand founded in 1962, announces its Fall/Winter 2012 brand campaign titled, “Get Your Boots Dirty™.” The campaign debuts in web-based video and print this month. Get Your Boots Dirty reflects the spirit of a brand that has forged beyond its outdoor heritage by showing how fashion and function beautifully co-exist. The campaign shows fiercely independent, creative and inspiring women from diverse disciplines who are living out their passions. The 2012 campaign launch features Leila Janah, founder and CEO of Samasource. Janah is igniting change via her non-profit that creates jobs for people in countries where there is little opportunity. Janah is the first of many real women who will be featured in SOREL’s Get Your Boots Dirty campaign.)–
“This video series is about style storytelling, offering current, seasonal fashion insight from the industry’s top stylists and influencers.”
To further extend the Get Your Boots Dirty campaign, SOREL introduces a new social media campaign and video series, titled SORELstyle (#SORELstyle). Using Facebook, Pinterest, Polyvore, Twitter, Instagram and YouTube to expand the campaign across multiple platforms, SORELstyle features stylists curating inspired looks with SOREL boots. The series launches with Kemal Harris, from the celebrity styling duo Kemal & Karla, as she shares fresh ideas on how to wear SOREL’s Fall/Winter 2012 collection. SORELstyle will launch in September 2012 and continue year-round, showcasing looks from diverse and independent thinkers within the fashion community.
“Get Your Boots Dirty celebrates women who make the world a more interesting place,” said Kimberly Barta, SOREL’s senior global brand director. “Women tell us they feel a sense of fearlessness and strength when they put on boots. We want to tell the stories of inspirational women, like Leila and Kemal, who are getting their boots dirty by putting their passions to work.”
About the Get Your Boots Dirty Campaign
Get Your Boots Dirty embraces the fearless attitude of women like Leila Janah. The campaign features Janah wearing her Conquest Carly™ boots as she travels around the world on a mission for her non-profit. In the web-based video, as she loads her duffel into a small engine plane, we see the ruggedness of her surroundings as she describes how her life quickly moves between metropolitan to desolate villages around the world. The cinematic scene, coupled with her eloquent story, captures the spirit of all women who aspire to make their mark on the world.
Get Your Boots Dirty was created by Sausalito, California-based advertising agency, Butler, Shine, Stern & Partners (BSSP) in collaboration with renowned photographer, Tim Barber and videographer/editor, Caleb Seppala.
“SORELs don’t just look great, they work,” said Gabrielle Tigan, art director from BSSP. “So we didn’t want to use models, instead we selected real women who embody the spirit of the brand. Women of character who have substance and style. By sharing their stories in SORELs, we hope to celebrate and inspire the same sort of passion in women everywhere.”
Get Your Boots Dirty will connect with like-minded doers and young women who share the same passion through an integrated campaign, headlined by print ads in ELLE, InStyle, Lucky, Interview, Nylon, Paper and Style.com Magazine throughout the fall and holiday season. Rich media extensions will appear on Style.com, NYT.com, WSJ.com, WMagazine.com, NYMag.com, Polyvore and FashionEtc, as well as in fashion newsletters on Rachel Zoe, WhoWhatWear, Refinery 29 and Daily Candy and blogs on Garance Doré, The Sartorialist and Street Peeper.
SORELstyle is an extension of the brand’s Get Your Boots Dirty Fall/Winter 2012 campaign. SORELstyle is a video series featuring a variety of stylists and fashion influencers curating inspired looks with SOREL boots. The videos are informative and provide styling inspiration for SOREL’s enthusiasts and their social media community, covering topics such as seasonal fashion and accessories, as seen on celebrities and real women. Starting in September, SOREL will regularly unveil new style profiles on its Facebook page, http://www.facebook.com/sorel, Twitter feed (@sorelfootwear) and YouTube channel. SORELstyle will also feature stylist-curated Pinterest boards and Polyvore sets, as well as behind the scenes exclusives on Instagram. SORELstyle was created by R/West, a full-service marketing agency based in Portland, Ore., and co-directed by Sean Blixseth and Elizabeth Morrow-McKenzie.
“SOREL has been working with celebrity stylists for years and we’re excited to bring Kemal’s fashion tips to the SOREL community across the globe,” said Elizabeth Morrow-McKenzie, creative director at R/West. “This video series is about style storytelling, offering current, seasonal fashion insight from the industry’s top stylists and influencers.”
Featured SOREL Boots
SOREL’s Fall/Winter 2012 brand campaign features the new Conquest Carly™ boots. The Conquest Carly takes inspiration from one of SOREL’s most iconic heritage boots. The design has been completely re-imagined in a modern and feminine way. It’s equal parts bold and beautiful. Design elements offer rugged sophistication, while the materials and color palette are soft, warm and inspired by fall landscapes. This boot is sleek, lightweight and more wearable for fall, featuring a full-length gusset with bungee and lace up closure, full grain leather and nylon upper and a leather stacked heel and waterproof rubber shell.
SOREL is available at retailers such as Nordstrom, The Tannery and online at www.sorel.com.
Founded in 1962 on the frozen plains of Canada, SOREL brings its functionality and heritage of expert craftsmanship to the modern world of fashion, where it is inspiring a new generation of doers, builders, and creators. And though SOREL makes more than just boots, there’s a boot in everything SOREL makes. SOREL combines felt, wool, premium leather, and flawless construction with people who aren’t afraid to get their boots dirty. For more information about SOREL, please visit us at sorel.com, on Facebook or @SorelFootwear on Twitter. SOREL is a subsidiary of Columbia Sportswear Company (NASDAQ:COLM).