by Sorel has launched a new campaign for fall/winter 2025 highlighting its new Horizon collection of boots and shoes.
Dubbed “For Bold Steps,” the new campaign comes to life through a short film that aims to transport consumers into a “surreal Sorel world where romance meets ruggedness and myth meets modernity,” the company said.
Produced by entertainment company Rabbits Black, the film revolves around archetypes like a weathered-with-wisdom sage representing Sorel’s heritage, a fearless explorer representing confidence and curiosity, a beautiful lover representing luxury and escape, and a creator representing the brand’s bold sense of style.
The Portland-based outdoor brand added that supporting assets will run across streaming, CTV, print, out-of-home, and consumer activations, and was simultaneous presented alongside National Geographic’s “Limitless: Live Better Now with Chris Hemsworth” and featured on the Warren Miller National Film Tour.
As for the campaign’s star product offering, Sorel’s new Horizon collection is largely defined by the introduction of the Caribou Horizon, a modernized take on the brand’s most iconic boot.
Michael Minter, vice president of brand at Sorel, told FN that while the unchanged and beloved original is still available for purists looking for removable liner or oversized protection, the brand’s new modernized take is a sleeker expression that is more versatile for elevated everyday wear and equipped with Gore-Tex waterproof fabric and premium Vibram rubber soles.
“In turn, the Caribou Horizon’s design language informs a stylish new city boot called the Daystorm Horizon and a bold new sneaker called the Callsign Horizon,” Minter said. “All are available for both men and women, fully equipped with Gore-Tex and Vibram, and featuring undeniable Caribou DNA.”
This launch comes on the heels of Sorel’s “Born Of The Arctic” stunt in NYC last month. The activation featured a nearly seven-foot-tall glacial inspired sculptures on the sidewalks of Williamsburg, the Lower East Side, Meatpacking, and Midtown during New York Fashion Week.
The company noted that the activation built on Sorel’s reputation as the first boots to reach the North Pole while nodding to its fashion adoption.
It also follows collaborations with Supreme and Proenza Schouler, and ushers in new partnerships with Aries, Neighborhood, and more slated through the end of the year.
For Minter, it’s activations like these that help to define the brand. “Our goal is to showcase the unique and dramatic collision of romance and ruggedness that defines our brand,” Minter added. “From sneakers born from arctic ice to a campaign intended to embolden confident and stylish exploration, our hope is to invite audiences into our products and our world.”
