By Maddie Johnson

In a collaboration that celebrates their shared passion for cold-weather adventures, Baffin and the Canadian Football League (CFL) are rekindling their “Cold Unites Us” campaign for a second consecutive year.

Following the success of the inaugural campaign – “Passion Unites Us” – that debuted alongside the 2023 CFL season earlier this year and was developed with agency Elemental, the Canadian footwear brand says it hopes to solidify its position as the preferred choice for winter warriors across Canada and beyond.

“People who know Baffin know that we own the cold,” says Jessica Liut, Baffin’s brand director. “Last year was about making people aware that we are two brands uniting, celebrating the Canadian lifestyle. This year, we want to take it one step further.”

With a history dating back to 1979, Baffin has built a reputation for its ability to craft products specifically designed to combat extreme cold weather. This mutual appreciation for Canada’s climate made the partnership with the CFL, celebrated for its passionate fan base, a natural fit.

“We love winter — the cold really does unite us — so as we enter our second season as partners, it’s the perfect opportunity to reintroduce and extend the story,” said Liut. This year, the “Cold Unites Us” campaign takes a slightly different approach, incorporating historic Grey Cup footage and a combination of vintage and contemporary outdoor adventure scenes.

Baffin’s primary objective is to establish itself as the first brand that comes to mind when people think of staying warm in the cold, whether they are venturing into the great outdoors or attending an open-air event. “Going into this year, we’re looking at connecting those two legacies and making sure people know that we can protect them in any environment,” says Liut.

Set to coincide with the Grey Cup, which will be hosted in Hamilton this year, Baffin will utilize billboards, mobile ads and an extensive social media campaign, as well as digital ads across social media channels, to promote the shoe brand as the official boot of the event. Additionally, a contest is currently underway on Baffin’s social media channels, offering two winners and their guests a VIP Grey Cup experience in Hamilton.

The campaign’s primary target audience remains winter enthusiasts who relish the challenge of cold-weather expeditions. “People who really aren’t afraid to achieve the extraordinary in the cold,” says Liut.

Baffin had already been a longtime sponsor of the Hamilton Tiger-Cats and of Tim Hortons Field, where the team plays and is just a 15 minute drive from Baffin’s Stoney Creek facility. As a part of the new campaign, the Canadian footwear brand announced it is diversifying its product range by introducing cushioned slippers branded with other CFL team logos, broadening its appeal to a wider audience.

The “Cold Unites Us” campaign launched on Oct. 3 and concludes with the Grey Cup on Nov. 19.