Wolverine Boots and Apparel has launched a campaign dubbed WomanMade, aimed at spotlighting and celebrating women in the skilled trades sector. The campaign includes a hero video that captures actual interviews highlighting the term “woman-made” and celebrating female figures in the industry. The Michigan-based brand, which is over 140 years old, also launched a Change.org petition intending to have the term added to the dictionary. They have used this campaign to collaborate with HGTV personalities Mika and Brian Kleinschmidt and the nonprofit, Girls Garage.
The WomanMade campaign comes during Womens History Month, and the hero video features interviews and sketches of renowned women like Emily Warren Roebling, who supervised the construction of the world-famous Brooklyn Bridge. It also spotlights Norma Merrick Sklarek, the architect behind Terminal One at LAX airport and Tabitha Babbitt, the inventor of the circular saw, among others. The Change.org petition close to reaching its modest goal of 500 signatures will be directed to Oxford English Dictionary, Merriam-Webster, and Dictionary.com.
The director of brand marketing at Wolverine, Lauren King, hopes that the campaign will inspire girls and women globally to develop the confidence to pursue any passion, especially within fields where women are underrepresented. Wolverine has also collaborated with the real estate developer and star of HGTV’s 100 Day Dream Home, Mika Kleinschmidt, and her husband Brian to shine light on women in the trades. The brand donated $25,000 to Girls Garage, a nonprofit design and building school for girls and gender-expansive youth aged 9-18.
This campaign from Wolverine arrives after their tie-up with the Red Bull Scramble Series for a merchandise collecting event, demonstrating the brand’s plans to reach a wider audience, especially off-road racers and their fans.
Source: Wolverine works to put ‘woman-made’ in the dictionary.
