Rocky Brands Inc. is headed into new territory.
The Nelsonville, Ohio-based firm, known for its workboots and outdoor gear, is launching a range of athletically inspired products for spring ’13 called S2V. Aimed at outdoor enthusiasts in the 25- to 35-year-old demographic, the collection includes hiking and trail-running footwear, as well as apparel and accessories.
“As the outdoor adventure market continues to elevate, this was a natural extension of our brand,” David Sharp, president and CEO of Rocky Brands, said in a statement.
To grow the line, Rocky partnered with the Mountain Shepherd Wilderness Survival School, a group of outdoor survival experts based in Catawba, Va. In addition to becoming the official footwear and apparel sponsor for Mountain Shepherd’s classes and events, Rocky will consult with the survival experts on S2V product development and marketing.