When Minnetonka was looking for a partner who could both tell and show their biggest—and most challenging—brand story in a generation, they came to us.

The Thunderbird moccasin is the signature shoe of Minnetonka, around which their entire brand was built three generations ago. It is also culturally appropriated. To right their past wrongs, they worked with an Indigenous designer to reconfigure the moccasin, giving the designer the copyright to her work. To tell this important story, we built a wide-reaching strategy that brought the narrative to life both in person and on the page.

First, we seeded the market with outreach to key reporters, influencers, and celebrities. To continue the momentum we built a reporter shoe store for journalists to interact with the brand for a day, along with a series of in person and online reporter meetings. The resulting coverage included business features in Fast Company and Inc.

In addition to big brand moments, we're there getting their shoes onto the feet of the right reporters, building continued momentum to move this 80-year old brand into that of a must-wear fashion staple.