Red Wing Shoes has launched a new initiative aimed at celebrating and supporting skilled trade workers.
Called “Trades-Made,” the footwear company said on Tuesday it will unveil a new campaign this Labor Day that will serve as a call to action, inviting brands from various sectors to unite in recognizing the importance of the skilled trades and their impact on society.
As part of the new campaign, Red Wing has incorporated the “Trades-Made” badge into its logo, as a way to “visibly support” skilled trade workers. The brand said it has enlisted 15 other brands to commit to the Trades-Made cause and is seeking to welcome more over the next week. Any brand that opts to participate will receive custom ads, films, social posts and more created by the Red Wing team, the company added.
As an additional element of the campaign, Red Wing said it will illuminate iconic local buildings in cities across the country with the names of real trade workers. Locals and visitors in Brooklyn, Dallas and Los Angeles can visit the Brooklyn Bridge, L.A. City Hall and the Dallas Magnolia, Kirby, and Mercantile Bank on Sept. 2 to watch these men and women being honored and celebrated.
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“Trade workers are the backbone of our communities, building and maintaining the world around us,” Dave Schneider, chief marketing officer at Red Wing Shoe Company, said in a statement. “Through the ‘Trades-Made’ campaign, we want to ensure that their contributions are acknowledged and celebrated. We encourage brands to stand with us in showing gratitude for those who work tirelessly to keep our world moving forward.”
This isn’t the first time Red Wing has rallied around trade workers during Labor Day. Last year, Red Wing pledged to donate 100 percent of its profits on Labor Day to organizations that support men and women in the trades, including Helmets to Hardhats, TradesFutures, WINTER (Women in Non Traditional Employment Roles), and BuildStrong Academy and Construction Career Pathways.
Labor Day was established as a U.S. federal holiday in 1894 to celebrate the contributions of American laborers. According to the Labor Department, the first proposal for the holiday suggested that the day be marked by a street parade to exhibit “the strength and esprit de corps of the trade and labor organizations” of the community.
However, in recent years, thanks to its placement on the calendar during the back-to-school season, Labor Day has become an important opportunity for retailers and brands to drive revenue with discounts and sales promotions.
