Danner Boots
01 — Project Details
Danner was tired of being perceived as the company that makes your grandpa’s hiking boots. So I created a series of ads that showed a new side of Danner: rugged, irreverent, all about attitude.
In the spirit of the assignment, I watched turkey-hunting videos and read endless back issues of Field and Stream. The result was a slew of award-winning ads, a very happy client and a whole new generation of Danner consumers.
Because Turkeys Are Clever Bastards.
The toms may be smart, but now there’s a boot that’s smarter — the Danner Fantail. It features the new Vibram® LW Bob outsole, specifically designed to give great traction in wooded terrain and wet spring grasses. The uppers give you the stealth advantage with Mossy Oak Breakup in a strong 1000 Denier Cordura®. And the triple-density footbed provides superior arch support and cushioning. Your feet stay dry and comfortable no matter how long it takes to call the gobblers in.
Climbs Steep Hills and Corporate Ladders.
Eventually, it happens: you have to hang up your boots and head to work. For that reason, we created a rugged walker that fits right in at the office. The Danner Skyline is designed with rich, full-grain leather and classic styling to please the powers that be. Plus stitchdown construction and a special footbed for maximum stability and comfort. Definitely our idea of power dressing.
Hell, Keep the Fish and Release the Stream.
You heard right. The Danner Deschutes is a revolutionary new wading boot that actually pumps water out with every step you take. Built to be worn over waders, it features tough ballistic nylon and a grippy felt sole so you can cross big water with confidence—and leave the stream where it belongs.
Approved by the U.S.M.C.
Who Don't Approve Much of Anything.
The Marines wanted a boot that could stand up to the toughest training. And we weren't about to disappoint the Marines. So we created the Danner Acadia: a rugged booth with thick waterproof leather and sturdy stitchdown construction. We even threw in an Airthotic footbed that's so cushy, your feel will think they've been promoted.