3 Brands Air New Ads In Brown Shoe Category

Leader Timberland, Lugz and Dexter Use Variety of Approaches
BOSTON–As Nike, Reebok and other sneaker companies find their markets maturing, the brown shoe category has exploded and, likewise, fall ad activity is heating up.
Category leader Timberland this month breaks its first work from The Martin Agency in Richmond, Va., a $10 million print effort that eschews a tagline in favor of a “beliefs” theme. Lug Co. in New York will invest $8 million to tout its trendy urban Lugz footwear and apparel brand via TV, radio and print ads by Co-Ed in Chicago.