"For more than a century, Red Wing Shoe Company has designed and manufactured work boots in the United States with leather sourced from its own tannery. The family-owned, privately held business, which was founded in 1905 in Red Wing, Minnesota, wanted to remind its customers of that commitment to craftsmanship, so the shoemaker decided to add some distinctive texture to its advertising."
"Over the past few weeks, Red Wing unveiled two unique billboards. One of the signs, which measures 18 by 40 feet and currently sits over downtown Minneapolis, is made entirely out of wood. The other one is constructed completely from leather. Both the signs have the same message, "Made the hard way" above the company's name and logo. That's more than a tagline for the shoe maker."
Red Wing Shoe Company has designed and manufactured work boots in the United States for more than a century, sourcing leather from its own tannery. The family-owned business, founded in 1905 in Red Wing, Minnesota, created two large billboards—one built entirely from wood and another from leather—to reinforce a craftsmanship message. Both billboards display "Made the hard way" above the company name and logo. The company documented the meticulous hand construction, showing workers sawing, drilling, buffing, sanding, and nailing. Red Wing partnered with Wieden + Kennedy on the campaign and company posts about the project gained viral attention. Previous creative efforts include a 2023 Nintendo collaboration recreating Mario's leather boots.
Read at Inc
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