Fashion retailer Mark’s has launched a pair of new campaigns, one aimed at reinforcing its partnership with Levi’s, with another seeks to reinforce its place as a leader in the casual footwear space.

Both campaigns are successors to efforts that the brand launched earlier this year.

For its Levi’s products, the retailer is showcasing its wide array of available fits for the jeans, including the 501, 511 and 724 cuts. Through the series, the stories of many different Canadians from a variety of different walks of life are told, while showcasing how their Levi’s fit into their lifestyles.

The goal, according to creative agency Cartier – which developed the campaign – is to demonstrate “not only how versatile Levi’s are but how personal our connection with the brand is as well,” says Victor Dagenais-Benoit, VP of strategy and partner at the agency.

Meanwhile, Mark’s is also promoting its footwear products via a new campaign called “All Your Fall Walks,” which follows its spring footwear campaign. Both fell under the “All Things Simple” platform, with this campaign intending to promote the boots and sneakers the retailer has available for the fall season.

“The market for footwear is growing across the country and represents an important opportunity for the banner. We wanted to show how diversified Mark’s offer is by inviting viewers on a big fall walk that takes them from suburban sidewalks and boardwalks to farm fields and beachfronts,” says Sean Goodwin, VP of strategic marketing at Mark’s.

Denim and footwear are two key categories in which Mark’s has identified room for market growth. It aims to be a leading player in both categories in order to more strongly position itself as a leader in casual fashion altogether.

The campaigns are both running this month across OLV, YouTube and social, while the footwear campaign is also running in La Presse. Touché handled the media strategy and planning, with support Canadian Tire’s internal digital team on the digital media front.