Canada Goose has released a preview of the campaign for its first-ever footwear collection, featuring stories from Romeo Beckham; Indigenous artist and activist Sarain Fox; and Indigenous leader and former NHL Player Jordin Tootoo.
The campaign aims to celebrate what makes each of these personalities a “Force of Nature” through the brand’s “Live in the Open” promise. Live in the Open invites people to express themselves freely without judgment. Within that lies a Force of Nature, a calling to get out there, explore, and define their path forward. Canada Goose inspires and enables this exploration – from head to toe.
Shot in Squamish and Whistler in British Columbia, the campaign profiles Beckham, Fox, and Tootoo. Their stories are told in settings that complement their personal journeys, with the environment and weather driving their Force of Nature narrative forward. Beckham ascends a mountain, conquering obstacles on his way to the top. Fox finds solace and protection from nature as she explores the forest through snow and wind. Tootoo traverses a narrow and foggy plain, successfully navigating his way because of the connection he has with the land and his surroundings. Ultimately, each personality’s ability to be one with nature demonstrates that the performance of Canada Goose Footwear enables them to focus on the task at hand and reach their metaphorical summit.
“The launch of Canada Goose Footwear is one of the most significant milestones in our more than six-decade history,” said Dani Reiss, president and CEO of Canada Goose. “We are bringing a completely new perspective to the category, balancing performance and luxury – which is the ultimate expression of our lifestyle brand. A Force of Nature is strong, dynamic, and confident; all characteristics that Canada Goose enables.”
“Growing up, I have always been taught that hard work pays off. To make my dream of playing professional football a reality, I was focused and dedicated,” added Beckham. “To me, Live in the Open means pushing forward and being motivated to achieve great things. I am excited to be teaming up with Canada Goose to inspire that idea.”
As for the brand’s footwear line, two new styles are being introduced for men and women. The first is the Snow Mantra Boot, born from the brand’s pinnacle product, the Snow Mantra Parka. The Snow Mantra Boot is packed with the DNA of its outerwear counterpart and is built with waterproof construction to help conquer some of the harshest conditions. Plus, the removable insulated lining boot molds to the foot over time, creating an innate and custom fit; while the various functional features, including the laces, drawcords, and zippers, provide versatility.
The second style is the Journey Boot, crafted in Italy and built for the demands of the everyday. The Journey was designed with a squared off-toe, inspired by classic Hiker boots worn in the Alps. This informed the step in the heel, a feature that helps when taking on and off. The entire construction was built to ensure flexibility, including the midsole’s cushion and the midfoot’s stabilizer for arch support. The soft and flexible upper is made of just three pieces – a minimalist approach to design to eliminate seams and as a result, pressure points, to create a customized boot for enduring use.
The Canada Goose Footwear collection launches November 11th in Asia-Pacific and November 12th in North America and EMEA. Both the Snow Mantra Boot and Journey Boot will be available in Canada Goose’s 35+ stores around the world, online at canadagoose.com, and select wholesale partners globally.