Red Wing Goes Casual With Y&L

CHICAGO Red Wing Shoe Company has tapped independent agency Young & Laramore to handle the launch of its first line of casual footwear, according to the agency.

As part of the assignment, the Indianapolis agency will create an advertising campaign for the company’s first casual shoe line. The Red Wing, Minn., client is mostly known for its work boots.

“Since Red Wing Shoe Company has a long history in the work boot category, our method of working and our ‘unlearning’ curve process will help the brand approach this category very differently,” said Y&L president Tom Denari in a statement.

The assignment does not affect Red Wing’s relationship with its lead agency, MDC Partners’ Colle + McVoy in Minneapolis.

Spending for the casual shoe launch was not disclosed. Red Wing spent more than $3 million on advertising last year, according to Nielsen Monitor-Plus.