Through Live in the Open ethos, lifestyle brand
takes its next step with Romeo
Beckham and Indigenous Advocates, Sarain Fox and Jordin
Tootoo
TORONTO, Oct. 6, 2021 /PRNewswire/ -- Today, Canada Goose
released a preview of the campaign for its premier Footwear
Collection, featuring stories from Romeo
Beckham; Indigenous Artist & Activist, Sarain Fox; and Indigenous Leader & Former
NHL Player, Jordin Tootoo. The
campaign is a testament to the brand staying true to sharing real
stories about real people.
The campaign celebrates what makes each of these personalities a
Force of Nature through the brand's Live in the Open
promise. Live in the Open invites people to express
themselves freely without judgement. Within that lies a Force of
Nature, a calling to get out there, explore and define their
path forward. Canada Goose inspires and enables this exploration –
from head to toe.
"The launch of Canada Goose Footwear is one of the most
significant milestones in our more than six-decade history. We are
bringing a completely new perspective to the category, balancing
performance and luxury – which is the ultimate expression of our
lifestyle brand," said Dani Reiss,
President & CEO, Canada Goose. "A Force of Nature is
strong, dynamic and confident; all characteristics that Canada
Goose enables."
Shot in Squamish and
Whistler in British Columbia, the campaign profiles
Beckham, Fox and Tootoo. Their stories are told in settings that
complement their personal journeys, with the environment and
weather driving their Force of Nature narrative forward.
Beckham ascends a mountain, conquering obstacles on his way to the
top. Fox finds solace and protection from nature as she explores
the forest through snow and wind. Tootoo traverses a narrow and
foggy plain, successfully navigating his way because of the
connection he has with the land and his surroundings. Ultimately,
each personality's ability to be one with nature demonstrates that
the performance of Canada Goose Footwear enables them to focus on
the task at hand and reach their metaphorical summit.
Beckham – a Force from Within – is at an exciting stage
of his life, starting out on a new journey as a professional
footballer, carving his own path toward achieving his personal
goals.
"Growing up, I have always been taught that hard work pays off.
To make my dream of playing professional football a reality, I was
focused and dedicated," said Beckham. "To me, Live in the
Open means pushing forward and being motivated to achieve great
things. I am excited to be teaming up with Canada Goose to inspire
that idea."
Fox is a powerful voice for the Indigenous community. She
recently became a mother and brings to life the narrative of
Woman is a Force, conveying the literal force that women
are, the connection they have with one another and the ability to
see beyond themselves to shape the future. Fox's story gives an
entirely new meaning to the influence, strength and power of women
and mothers.
"I have made it part of my life's work to amplify the voices of
women and advocate for my community. I feel empowered when I'm
telling their stories, championing their work and supporting their
mission. I want to change the world – especially for our future
generations," said Fox. "Live in the Open inspires me to be
vocal, true to myself and to lead by example, especially now with
my daughter watching and learning from me."
Tootoo grew up in Rankin Inlet,
Nunavut, and is also a vocal advocate and role model for the
Indigenous community. He expresses A Steady Force in
Canada Goose's campaign, defining
"home" and "land" and how everyone is grounded and shaped by
theirs. This has an especially significant meaning to Indigenous
people because of their deep connection to their culture, land and
community.
"I credit the land for my mental and physical strength. It's
where I find the drive to persevere – both personally and
professionally," said Tootoo. "Live in the Open means carve
your own trail but stay grounded and never forget where you came
from."
Canada Goose is bringing its celebrated performance-driven,
intelligent and meticulous design to its Footwear Collection with
two innovative styles for men and women. The first is the Snow
Mantra Boot, born from the brand's pinnacle product, the Snow
Mantra Parka, renowned as the warmest coat on Earth and designed
with functional intention. The Snow Mantra Boot is packed with the
DNA of its outerwear counterpart – a unique and distinctive
identity. This style, built with waterproof construction, will help
conquer some of the harshest conditions, having been tested on the
icy tundra of the Canadian North. Designed with impeccable detail
and made of premium materials, each aspect of the boots is
purposeful and promises the highest level of protection, comfort
and warmth. The removable insulated lining boot molds to the foot
over time, creating an innate and custom fit; while the various
functional features, including the laces, drawcords and zippers,
provide versatility.
The second is the Journey Boot, expertly crafted in Italy and built for the demands of the
everyday. The Journey was designed with an iconic squared off-toe,
inspired by classic Hiker boots worn in the Alps. This informed the
step in the heel, a feature that helps when taking on and off. The
entire construction was built to ensure flexibility, making it an
essential piece for any lifestyle and all adventures, including the
midsole's cushion and the midfoot's stabilizer for arch support.
The soft and flexible upper is made of just three pieces – a
minimalist approach to design to eliminate seams and as a result,
pressure points, to create a customized boot for enduring use.
The Canada Goose Footwear collection launches November 11 in Asia-Pacific and November 12 in North
America and EMEA. Both the Snow Mantra Boot and Journey Boot
will be available in Canada
Goose's 35+ stores around the world, online at canadagoose.com and
select wholesale partners globally.
About Canada Goose
Founded in 1957 in a small
warehouse in Toronto, Canada,
Canada Goose (NYSE: GOOS, TSX: GOOS) is a lifestyle brand and a
leading manufacturer of performance luxury apparel. Every
collection is informed by the rugged demands of the Arctic,
ensuring a legacy of functionality is embedded in every product
from parkas and rainwear to apparel and accessories. Canada Goose
is inspired by relentless innovation and uncompromised
craftsmanship, recognized as a leader for its Made in Canada commitment. In 2020, Canada Goose
announced HUMANATURE, its purpose platform that unites its
sustainability and values-based initiatives, reinforcing its
commitment to keep the planet cold and the people on it warm.
Canada Goose also owns Baffin, a Canadian designer and manufacturer
of performance outdoor and industrial footwear.
Visit www.canadagoose.com for more information.
Media Contact:
media@canadagoose.com
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SOURCE Canada Goose