Terra Boots Backs Up Its Claims with Violent Proof in New Brand Platform

Terra Footwear has partnered with ONE23WEST to launch a new brand platform that dramatizes the raw and gloriously destructive hazards that their specialized work boots are exposed to, exemplifying the brandʼs best-in-class protection.

The “Terra Knows. Hereʼs Proofˮ platform illustrates how Terra knows that every specialized trade needs a specialized boot and that it must perform in the most demanding work environments. But instead of just telling their audience, the brand boldly goes all-in on showing their boots have been rigorously tested to industry standard, and then pushed well beyond failure.

“There are many brands trying to break into the safety footwear market but few have the expertise or innovation that Terra has to deliver specialized protection," said Katherine Tersigni, Terra Footwear director of marketing. “We saw a unique opportunity to cut through the clutter in a way that was exciting, and relatable to our end users who face extremes on the job every day.”

The platform is centered around a series of videos featuring the Terra Gantry and Carbine boots being scorched and pulverized to show that they'll hold up, because Terra pushes their boots until they don't.

“Terra really is an innovator and industry leader in specialized work boots, so our job was just finding a fresh way to make tradespeople aware of that.ˮ added Kyle Waye, creative director at ONE23WEST. “This platform is our way of doing just that - putting our money where our mouth is and proving it in an unignorable way.ˮ 

The video-led platform ran in social and digital channels, supported by print, out-of-home and point of sale signage will be rolled out in Canada and US markets.