Danner: At Home in the City

Since its founding during the Great Depression era, Danner has been known  for making quality work boots. Expanding to hiking boots and lifestyle footwear, the brand has never been more versatile. But convincing a fashion-forward audience that these premium-priced boots belong in the city, isn’t without its challenges. 

The truth that bound together both past and present was all about exploration. Whether in a new neck of the woods or trodding down an unknown avenue, it was evident that Danner’s products are well-built to endure any type of adventure.

Paying homage to its heritage and staking its claim in the present, Gear Patrol Studios developed an urban lookbook to showcase three styles of Danner’s iconic boots. The feature debuted in Gear Patrol’s fifth print edition with a digital extension following. 

When the results came in, they exceeded every expectation, with click through rates and time spent well above target benchmarks. But most importantly, we validated that Danner’s bet on a crossover urban audience would payoff.