Situation we faced: Georgia Boot found themselves with fragmented messaging in a segmented crowded category. They needed to re-energize the brand with stronger more consistent messaging.

Insights: After crossing the USA in search of the true essence of the work category, we found that consumers associate work boots with empowerment and pride in their work, no matter the segment. They feel “masculine, strong, powerful, tough, protected.” Our research also showed that the working class felt as though they were under attack. As the upper class continued to grow and prosper, unions were being busted, factories were shutting down, jobs were being outsourced. The worker needed a friend.


Georgia Boot empowers the unsung heroes – the workers that take pride in building real value with their hands. They help them achieve personal success by creating performance enhancing footwear designed for the physical demands of their specific trade.