Georgia Boot will celebrate its 75th anniversary this year with a series of marketing initiatives and product launches.
A part of the Nelsonville, Ohio-based Rocky Brands Inc. family, Georgia introduced a new ad campaign for spring ’12 that features real-life workers who live in the vicinity of its headquarters. “We did this to honor those who do real work, because these men and women have been instrumental in Georgia’s 75 years in the footwear industry,” said Jordan Gottke, marketing manager for the brand.
Georgia also is giving back to communities around the country. To encourage a new generation of workers, it will provide Georgia-branded safety materials, classroom curriculum and instructional DVDs to trade schools. And in addition to several planned giveaways, the brand will partner throughout the year with different retailers to donate a portion of sales to the account’s favorite nonprofit organization.
The company also is connecting to consumers via a sponsorship of the Clint Bowyer Racing team for the 2012 season. The team races in the Lucas Oil Late Model series and is owned by NASCAR Sprint Cup driver Clint Bowyer. Late last month, Georgia launched the “A Mile in Our Boots” sweepstakes, awarding VIP tickets to a Lucas Oil and NASCAR Sprint Cup race, as well as a day at the Dirt Track Racing School.
On the product side, Georgia has retooled the fall ’12 Diamond Trax series of work looks. The collection features a proprietary slip-resistant outsole. The season also marks the relaunch of the brand’s Sport & Trail collection of outdoor-inspired styles with performance work features.
Year-to-date fall bookings are up 170 percent due to the strength of new product launches, according to the company. Domestic sales account for 95 percent of business, but the brand is investigating opportunities in Central America and evolving its business through wholesale distributors in Europe.