Red Wing Shoes | Hometown Trades Week

About Project

Since 1905, Red Wing has created premium, safe, and durable footwear for the millions of people who keep our communities running: Tradespeople. In June 2025, Red Wing turned to Bold Orange to reimagine their seasonal retail campaign to celebrate Tradespeople, drive sales, deepen loyalty, and grow its customer base. The new campaign, Hometown Trades Week, invited customers into local stores with a limited-time offer on work boots, pairing a strong value message with a localized theme. Timed with National Safety Month, the campaign reinforced Red Wing’s commitment to safety, fit, and durability—reminding customers that the right boots are essential tools of the trade.

The campaign centered on the idea that every town is powered by Tradespeople, and every worker deserves gear that works as hard as they do. Creative featured dealer storefronts, city names, and messaging that celebrated the Tradesperson’s local community. Media focused on high-performing acquisition channels like Meta, and hyperlocal tactics such as Gas Station TV and geofenced displays around construction sites. Media drove customers to a custom event landing page where they could opt in to emails and download a coupon directly to their mobile wallet, making redemption simple. Email used short, offer-led subject lines and steady reminders to keep urgency high over eight days.