Wolverine Boots Partners with Paramount+'s 'Landman' in a Major Collaboration

Wolverine Boots Partners with "Landman"

Wolverine, the leading American work boot brand, has just made waves with its latest collaboration — partnering with Paramount+'s acclaimed series "Landman," co-created by Taylor Sheridan. As viewers eagerly await the premiere of the show's second season on November 16, Wolverine is marking its presence as the exclusive work boot sponsor, aligning with the show's themes of resilience and hard work that characterize the modern American workforce.

A Celebration of Grit and Innovation

This partnership goes beyond a simple advertising arrangement. Wolverine and "Landman" are both intrinsically linked by their shared focus on showcasing the trials, sacrifices, and triumphs of those who work in challenging environments, particularly within the oil and energy sectors. Scott Schoessel, Chief Marketing Officer at Wolverine, expressed that the brand has always been for those who exert effort through their hands and intellect. The partnership aims to highlight the raw realities of today's tradespeople, resonating deeply with an audience that embodies grit in every aspect of their lives.

"Wolverine has always celebrated the workers who push progress forward with their determination and skills," said Schoessel. The show dives into the unique challenges faced by those in the oil industry, reflecting on generational issues and the complexity of labor in these tough job markets. This narrative aligns seamlessly with Wolverine’s own values and heritage, making the collaboration feel inherently authentic.

Amplifying Real Stories through Marketing Campaigns

As part of this partnership, Wolverine is launching its all-encompassing marketing campaign titled "Out Do Every Day." This brand spot will appear across the Paramount+ platform, spotlighting real individuals who embrace some of the world’s most demanding jobs — showcasing the passion and commitment required to support their families through hard work. The campaign is designed to engage viewers with compelling storytelling, emphasizing the shared values of both Wolverine and the characters portrayed in "Landman."

In addition to digital placements, Wolverine's marketing strategy will include retail collaborations with national brands and their own e-commerce initiatives. A series of bespoke social media content and influencer partnerships are also set to roll out, enabling the brand to connect with audiences in innovative ways.

Footwear that Represents Resilience

Wolverine will be particularly featured in curated placements throughout the series, ensuring that the boots worn by characters resonate with the audience and contribute to the narrative’s authenticity. Featured items are expected to include the brand's reliable Rancher style line and their latest innovation, the Wolverine Infinity System, a testament to their commitment to craft.

As the seasons progress, Wolverine plans to further amplify this partnership through events, public relations initiatives, and social media campaigns. By doing so, the brand aims to extend its storytelling beyond the screen, creating meaningful moments for fans both on and off the job.

Continued Commitment to American Workers

Wolverine's partnership with "Landman" marks a significant step in the company's mission to honor the spirit of the American worker and contribute to the promotion of the skilled trades. With a legacy spanning over 143 years, the brand continues to produce durable footwear characterized by exceptional craftsmanship and superior materials.

Through initiatives like Project Bootstrap, Wolverine has invested significantly — over $2 million — in organizations supporting skilled trades, reinforcing the brand's commitment to empowering the next generation of workers in the industry.

To explore more about this partnership and Wolverine's extensive range of durable boots, visit Wolverine's official site.

About the Brands

Founded over a century ago, Wolverine is a subsidiary of Wolverine World Wide, Inc. (NYSE: WWW). With dedication to supporting workers globally, the brand is at the forefront of crafting quality footwear that can withstand the toughest conditions. Meanwhile, Paramount+ is a premium streaming service known for delivering a blend of live sports, breaking news, and exclusive entertainment, and is part of a vast portfolio managed by Skydance Corporation.