Thorogood’s commitment to American workers is made to last, just like its work boots—and the brand’s new campaign celebrates that message. “Built for the Shift,” which launched with a 30-second local Wisconsin ad during the Super Bowl—showcases workers on the factory floor, the jobsite, and everywhere in between.
Like the rest of the campaign, the ad features real workers—not professional actors—meticulously handmaking boots at Thorogood’s factory in Marshfield, WI, during its last days. After 90 years of operation, the 130-year-old, employee-owned Weinbrenner Shoe Company and its premier brand, Thorogood, are moving to new digs nearby.
“The positive response to the ad has meant a great deal to our employees,” says Jeff Burns, president of Thorogood/Weinbrenner Shoe Company. “Every person in our factories has a direct stake in the success of Thorogood. Seeing their craft and their coworkers represented during the Super Bowl created a deep sense of pride. It was a moment that recognized generations of skilled hands who have built these boots in Wisconsin. For many of our team members, it felt like long overdue acknowledgment of the work they do every day.”
He explains that Thorogood boots have been built by workers for workers since 1892. “Featuring real factory employees and real tradespeople reflects who we are at our core,” says Burns. “Our customers are skilled professionals who recognize authenticity immediately. Using real people ensures the story carries weight and credibility. It also reinforces our commitment to blue collar communities and union labor. The people who build our boots and the people who wear them are central to our identity, so they needed to be central to the campaign.”
Developed by creative agency The Variable, the campaign connects Thorogood’s handcrafted process with real-world jobsite demands faced by electricians, carpenters, construction crews, and tradespeople nationwide. It conveys the message that American workers put Thorogood boots’ comfort, protection, and durability to the test every day from clock-in to clock-out. Jobsite footage was created in partnership with the International Brotherhood of Electrical Workers, underscoring Thorogood’s respect for labor.
The campaign will also feature a robust paid and organic media rollout across digital and social channels in 12 key U.S. markets. Additional brand activations and an internal rollout are slated for later this spring, coinciding with the opening of Thorogood’s first store and the grand opening of the new state-of-the-art factory, scheduled to open this spring.
“It replaces a multi-level factory that had been operating since the 1930s and brings production into a modern, purpose-built environment designed around efficiency and worker wellbeing,” says Burns. “The 70,000-square-foot space will allow us to increase output and create additional jobs while preserving the craftsmanship that defines Thorogood. It represents a meaningful investment in Wisconsin manufacturing and reflects our confidence in the future of American-made work boots.
“Made in USA has always been the foundation of who we are,” he continues. “While most footwear companies have moved their factories offshore, we remain committed to domestic manufacturing and union labor. I’m not aware of another company that has invested more in American footwear manufacturing, skilled labor, and long-term capacity growth than Weinbrenner.”
Burns believes that with renewed interest in where products are made and who makes them, this is a moment for Thorogood to shine. “Retailers and consumers want transparency, quality, and accountability in the brands they support,” he says. “Our investments continue to honor our manufacturing legacy of over 130 years and position us strongly as the leader in Made in USA footwear.
“Thorogood boots represent one of the few large-scale, union-made work boot operations left in the United States,” Burns points out. “Each pair goes through a detailed 130-step construction process that prioritizes durability, comfort, and job-specific performance. Our boots are built to be worn hard, resoled, and relied upon for years, which drives repeat customers and long product lifecycles. Wisconsin craftsmanship remains at the heart of what we do, and that reputation carries weight with workers who take pride in their gear. We are investing in manufacturing capacity, brand awareness, and product innovation to support sustained growth for our retail partners and our commitment to revolutionize the future of USA footwear manufacturing.”
Watch the ad here.
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