Wieden+Kennedy Makes It the Hard Way for Red Wing

In a world that increasingly chooses to take shortcuts, cut corners, and do things the easy way, Red Wing stands for the opposite. Red Wing will do it the hard way, because it’s the right way. Red Wing's focus is on the workers that build our material world and the values they espouse – craft, quality, ingenuity – and how Red Wing footwear is a physical manifestation of these exact values. 

For the global brand campaign, 'Made The Hard Way', from Wieden+Kennedy New York , which includes both the brand’s work and heritage lines, the goal was to highlight the 'Made the Hard Way' ethos in several ways. This includes a special 'Boot Drops the Hard Way' activation, a suite of films shot on 16mm and directed by Leo Aguirre at Park Pictures, and unique out-of-home billboards that are literally made the hard way.

To subvert shoe drop culture, where the only challenge to securing the latest hyped release is being quick enough with your credit card, Red Wing is challenging trade workers to open sealed concrete, steel, and rebar-caged shoe boxes, with boot drops that require actual skill to access - aka 'Boot Drops the Hard Way.' Starting on 12/11, people can enter for a chance to earn boots for life, with details to come on Red Wing’s social channels. Only those with the trade skills to successfully open the boxes can claim the boots (and bragging rights).

Red Wing has also released massive billboards in Minneapolis made of upcycled shoe leather hides (material that didn’t meet their standards for boot manufacturing) and wood. These materials were chosen specifically for their intimate connection to workers and the Red Wing brand – ultimately letting the medium act as the message as much as the message itself. 

"In a world that often celebrates shortcuts and convenience, Red Wing has always stood for something different: the integrity, patience, and pride that come from doing things the right way. Like the boots themselves, this global campaign was made the hard way, with no shortcuts. All while wearing really nice, triple-stitched, lifetime-lasting boots," said Sean Johnson and Lauren Acampora, associate creative directors, Wieden+Kennedy New York.

Rounding out the campaign, a 45s hero film, 'Hammer,' features a monologue voiced by structural welder and skilled trade worker Eric Reuter, who also stars in the spot. Other films feature Lexi Abreu, influencer @lextheelectrician; Greg Jackson from the clothing line Greg Laboratory; and Tyrome Tripoli, an artist and custom metal fabricator.

The main takeaway is that true greatness comes from caring deeply about the craft. Pushing yourself to master the details, not because it’s easy, but because excellence is worth the effort. In a world that often celebrates shortcuts and convenience, Red Wing stands for something different: the integrity, patience, and pride that come from doing things the right way.

"Working with the Wieden+Kennedy team on this project alongside the Red Wing team brought another gear to the creative conversation that allowed us to really push each other conceptually. I am always grateful for collaborations in which decisions aren’t driven by fear, and this iteration of the Red Wing campaigns definitely wasn’t. We took the campaign’s slogan 'Made The Hard Way' and tried to really embody it in every department with every detail, working with real tradespeople, making sure their process was organic to them, and allowing their philosophy to inform our visual approach - always keeping craft at the forefront," said Leo Aguirre, director, Park Pictures.