Today, the brand launched a global marketing campaign called “Made for Movers,” coinciding with the first anniversary of Drydock Footwear Group and The Rockport Company joining forces as Boston-based The Rockport Group.
The initiative celebrates the creative team behind the Rockport product as well as a consumer base of people on the go — the everyday mover — who wear the lifestyle collection.
Timed for the release of the fall ’16 collection, Rockport’s new look and attitude will be visible in all branded environments, including company-owned stores, wholesale partners, showrooms, trade show booths, packaging, advertising and a refreshed digital experience.
A new website and social-media channels are now live and will continue to evolve in the coming months, sharing real stories of the Rockport team, the product and consumers moving in their everyday lives.
“Made for Movers illustrates the heart and soul that goes into both making and wearing our shoes,” said Susan Dooley, SVP of global marketing for Rockport. “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.”
Added Bob Infantino, Rockport’s president and CEO, “Our heritage lies in generations of shoemaking experience we have here at Rockport. 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.”
The company has tapped Madwell, a Brooklyn-based creative agency, to lead the concept and design of the campaign.