Khanna\Reidinga Wins MAGNUM Boots Global Account

Following a global review, MAGNUM Boots announced the appointment of Khanna\Reidinga, the self-proclaimed "agency for adventurous brands", as its strategic and creative partner for consumer and B2B communications.

Since 1982, with the development of a bespoke tactical boot for the FBI, MAGNUM has become the leading global footwear supplier for law enforcement, the military, fire/rescue, emergency/medical and work wear.

Starting in the US - MAGNUM's main market - K\R will roll out a new brand positioning followed by global and local campaigns. This collaboration also marks the beginning of an additional focus on work wear and a clearer consumer proposition.

Global Marketing Director at MAGNUM Glen Richards: “With K\R's pitch idea we have the right tools to build a truly global and consistent brand. We feel their creative strategy will resonate within all of our markets and has the power to unify the very diverse categories in which we operate."

K\R Creative Director Hesling Reidinga:  "It's great to work for a brand that has been on the forefront of protecting the people that protect and take care of us. We aim to show the beauty of these so called 'dirty' jobs."