Baffin’s latest campaign, “The Path We Walk,” depicts adventurers braving the elements and pro football players navigating the Canadian Football League’s fiercely competitive landscape.
The footwear brand is aiming to build on its success of “merging breathtaking Canadian landscapes with the electrifying energy of CFL games,” Baffin brand director Jessica Liut tells strategy.
Previous CFL-linked Baffin brand work, “Passion Unites Us,” also emphasized its core strength in cold-weather performance. “Both campaigns share a common heartbeat: a celebration of the tenacity that defines us as Canadians,” Liut adds.
Baffin and the CFL launched a multi-year partnership in 2022 to make Baffin the official boot of the league and the Grey Cup. Since, the brand has launched work that featured Baffin staffers’ CFL fandom, sporting jerseys and face paint. Founded in the Hamilton suburb of Stoney Creek in 1979, Baffin has a longstanding partnership as the official boot of the Tiger-Cats and Tim Hortons Field.
“Specifically, we aim to engage individuals who appreciate high-quality, durable footwear designed for extreme conditions, as well as fans of the CFL who share a love for the sport and the camaraderie it brings,” Liut says. “This includes families, young adults and seasoned adventurers who seek products that reflect their active lifestyles and resonate with their Canadian identity.”
The latest campaign, developed in partnership with agency partner Elemental, will be promoted across all owned social media channels by both Baffin and the CFL and will be advertised digitally through performance marketing channels.
For “The Path We Walk,” Baffin’s digitally-led strategy includes targeted social media engagement.