Wolverine has entered a multi-channel partnership with Paramount to serve as the exclusive work boot for the second season of its successful “Landman” series, premiering on Paramount+ on November 16.
“Wolverine has always stood for the people who power progress with their hands and minds,” said Scott Schoessel, chief marketing officer at Wolverine. “When we saw the way ‘Landman’ captures the work, sacrifice and legacy of the oil patch, we knew this was an opportunity for us to amplify stories that reflect our consumer and Wolverine’s DNA. Both “Landman” and Wolverine celebrate the resilience, complexity, and humanity of modern tradespeople, as well as their families and communities.”
The partnership goes beyond a traditional marketing campaign. Wolverine’s “Out Do Every Day” brand spot will be featured across the streaming platform, highlighting “real individuals who take on some of the world’s toughest, most physical work — all for the love of the craft and the drive to support their families,” said Wolverine in a media release.
The campaign also includes retail programs with national partners, as well as Wolverine’s own e-commerce channels, along with social content and influencer activations. Featured products will include the Rancher and new innovations such as the Wolverine Infinity System.
“Landman” will feature Wolverine in curated placements throughout the season. As it unfolds, Wolverine will amplify the partnership through its own channels with events, public relations, social media, and gifting programs.
Image courtesy Paramount
