Inventiva Expands Boot Project

Inventiva has been awarded Hispanic marketing duties for Justin Brands, one of the largest boot makers in the U.S.

The selection of San Antonio-based Inventiva represents the first comprehensive Hispanic marketing effort for the client, based in Fort Worth, Texas.

Inventiva was chosen following a mid-year re-view of agencies, after which the shop wasgiven a project to conduct research and test marketing in both Houston and Dallas.

“Retailers and marketers gave us high marks, so [Justin] called us last week and gave us the entire business,” said Inventiva chief executive officer Heberto Gutiérrez.

Billings were not disclosed.

Inventiva’s initial project involved Justin Original Workboots, a brand that it marketed with a “Comfort that lasts” tagline.

The agency will also handle Justin Boots and the more upscale Tony Llama brand.

Gutiérrez was particularly optimistic about opportunities for the latter line, which includes exotic materials.

“Our target dresses up,” he said. “Hispanics spare no money when they go out in Western wear. They love wearing $600 to $800 boots.”

Spanish-language radio and outdoor messages are expected to be major components of an expanded campaign in Texas.