XTRATUF BRAND REFRESH

XTRATUF® boots have been the badge of ultimate preparedness for the individuals of Alaska for over 50 years. It’s a boot, like the people, that does its job no matter the conditions. With an eye towards the next 50 years, XTRATUF® wanted to refresh their brand from the inside out, setting themselves up to be a global icon of function and reliability in footwear and gear, to all who work and live in water, from Alaska to the lower 49 states and beyond. Partnering with strategic leaders Kim Stewart and Andrienne Mathias, and copywriting veteran Rob Stewart, we did just that.