Reframing an Iconic Brand for a New Era
The Challenge
Our Strategy
Minnetonka: Shaping a Modern Identity with Authenticity
Reframing an Iconic Brand for a New Era
When Minnetonka embarked on its most significant brand evolution in generations, it turned to The Brand Guild’s PR and events and influencer teams to ensure the story was told with authenticity and impact. At the heart of this transformation was the Thunderbird moccasin—a signature product with deep brand history but also a symbol of cultural appropriation. To take meaningful action, Minnetonka partnered with an Indigenous designer to reimagine the moccasin, giving her full copyright ownership.
To share this pivotal moment, we launched a strategic PR campaign, securing business-driving coverage and positioning Minnetonka at the forefront of responsible brand evolution. Through early outreach to key reporters, influencers, and celebrities, we built momentum, then deepened engagement with a "reporter shoe store" experience, allowing journalists to interact with the brand firsthand. A series of in-person and virtual press meetings further amplified the story, resulting in major business features in Fast Company and Inc.
Beyond this milestone moment, our ongoing PR efforts continue to shape Minnetonka’s modern identity. By securing high-profile product placements and getting the brand’s shoes onto the right influencers and reporters, we’ve reinforced Minnetonka as a must-have fashion staple. When Vogue named Minnetonka moccasins a must-have for spring, it proved that a thoughtful brand transformation doesn’t just change perception—it drives relevance and demand.
