Comedy Duo @IMomSoHard Goes Back to School with Famous Footwear

Back to school is one of retail’s notoriously crowded seasons, with brands all competing for the attention of busy, overwhelmed parents. To stand out this year, Famous Footwear partnered with creative agency THE MAYOR to create a new campaign that reflects how today’s parents actually shop, blending relatable storytelling with value and an exceptional in-store experience.

Famous Footwear teamed up with the comedy duo #IMomSoHard, whose authentic and humorous takes on parenting perfectly capture the chaos of back-to-school shopping. The campaign, ‘I Back To School So Hard’, celebrates the real moments families experience while showcasing Famous Footwear as the destination for the season’s most sought-after brands, all under one roof, making it easier (and more fun!) for parents to check one more thing off their list.

With over 500K followers, #IMomSoHard creates content that uniquely connects with Famous Footwear’s Millennial Mom audience and builds on previous season’s success of using relevant creators to build relatability.   

‘I Back To School So Hard’ is currently running across CTV, OLV, social and radio. This is THE MAYOR’s third back-to-school campaign in partnership with Famous Footwear, following the award of the business in spring of 2024.