- Outdoor Recreation
- DeliverablesAdvertising, Content, E-Commerce, Email Marketing, Mobile, Personality, Positioning, Product Launch, Social Media
LAUNCING A HARDCORE BOOT FOR HARDWORKING HUNTERS
Over ten years ago Irish Setter launched VaprTrek a tough-enough-for-any-hunt boot. In 2024, the third generation of the boot was redesigned to be more agile and appeal to the most avid of hunters. The new version was more comfortable, lightweight and durable than ever — and specifically built with movement in mind. But every whitetail hunter knows the hunt is often more sitting than moving. In fact, the most athletic part lies in the work leading up to the actual hunt itself. That’s why we set out to position VaprTrek as not just the best hunting boot, but the only boot that can keep up with hardcore hunters’ whitetail addiction.
A Foundation That Won’t Quit
Our approach was based on an important truth: a successful moment in the stand requires year-round work outside of it. Hardcore hunters are go, go, go and spend months knocking out a long list of tasks in preparation of the season. They need a boot to keep up with their restless dedication and VaprTrek delivered. That’s why “REST. LESS.” became the anthem of our campaign.
Messaging that Hit the Mark
VaprTrek boots performed just as well for the chores leading up to the hunt as they did in the tree stand itself. That’s why that message — along with clips from the launch video — was the first thing people saw when they visited the Irish Setter website.
Seeing is Believing
As tough as they are, VaprTrek boots aren’t hard to find. They’re available in national chains like Cabela’s and Scheel’s, retail stores like Red Wing and sold direct online. With consistent messaging and compelling photography, we made sure every distinct touchpoint reinforced everything differentiated about the boot.
A Launch Campaign With Legs
After VaprTrek launched, we kept the campaign fresh and never lost momentum. We continued to drive engagement with social content directed at hunters who had an appetite for the hardest-working boot.
Delivering Even More Detail
From high-level teasers to in-depth features, email was used to highlight all the innovations that make VaprTrek boots perfect for hunters everywhere.
