Canada Goose calls on Indigenous activists and Romeo Beckham for debut footwear campaign
Romeo Beckham, Indigenous artist and activist Sarain Fox, and Indigenous leader and former NHL player Jordin Tootoo will star in the campaign for Canada Goose’s first-ever footwear collection.
The Canadian outerwear company, which first announced that it would be expanding into footwear in September, has dubbed the campaign “Forces of Nature,” a theme reflected in the stories of its three protagonists.
Beckham, Fox and Tootoo are all shown in natural environments that echo their own personal journeys. Beckham, who represents “a Force from Within,” climbs a mountain, reflecting his dedication to his path to becoming a pro soccer player.
An outspoken voice for the Indigenous community, Fox represents the idea that “Woman is a Force” and is shown exploring a forest in the snow and wind. Representing “A Steady Force,” Tootoo navigates a foggy plain, channeling his experience as a leader and role model for the Indigenous community.
Shot in Squamish and Whistler in British Columbia, the campaign aims to underline Canada Goose’s commitment to “sharing real stories about real people.”
“The launch of Canada Goose Footwear is one of the most significant milestones in our more than six-decade history. We are bringing a completely new perspective to the category, balancing performance and luxury – which is the ultimate expression of our lifestyle brand,” explained Canada Goose president and CEO Dani Reiss in a release. “A Force of Nature is strong, dynamic and confident; all characteristics that Canada Goose enables.”
As previously reported, Canada Goose’s first footwear collection includes two products: the Snow Mantra Boot, a high-performance model designed for the harshest conditions, and the Journey Boot, a hiking model that can transition from everyday city living to outdoor adventures.
The brand’s expansion into the new category is part of its wider “Beyond the Parka” growth strategy, through which it hopes to develop into a full lifestyle brand. As part of the same strategy, the company launched knitwear in 2017 and fleece in 2020.
Canada Goose’s debut footwear collection drops on November 11 in Asia-Pacific and November 12 in North America and EMEA. It will be available to purchase in the brand’s more than 35 stores around the world, as well as on its e-commerce website and at select global wholesale partners.
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