Rockport Steps
Out in Style
opportunity
As a brand with more than 35 years of experience innovating and crafting shoes made to walk in, Rockport has revolutionized this category, paving the way for others in the space. To elevate Rockport’s position as a leader in the walking category and to support hero collections including Rockport’s ProWalker and Total Motion lines, 360PR+ crafted a compelling campaign celebrating the simple pleasures of getting outdoors and walking each day.
approach
360PR+ kicked off on National Walking Day (April 6) with the brand’s first consumer survey, positioning Rockport as a leader in the footwear space and helping elevate newly launched collections to media. The resulting data showed that 53% of Americans are walking 1-5 miles more each day compared to pre-pandemic—an opportunity to serve up the perfect footwear for the occasion, the newly relaunched ProWalker 9000 for men and the Total Motion Sport Sneaker for women. The survey served as a catalyst for a continual stream of product-focused and executive thought leadership storytelling across fashion, retail, trade, and regional media.
results
360PR+ secured placements in a range of top-tier national and regional media, including Vogue, Footwear News, The Boston Business Journal, PYMNTS, Red Tricycle and more, resulting in over 200M+ earned impressions. In the months following our launch, ongoing product and thought leadership focused pitching resulted in over 1.2 billion earned impressions – a 163% increase in impressions compared to our 2021 goal KPI, with 56% of all coverage driving to Rockport.com.
