Blundstone Launches ‘Well Worn,’ the Brand’s First-Ever Global Campaign

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Tasmanian footwear brand Blundstone is launching its first-ever global campaign titled “Well Worn” on Monday. The campaign will help tell the unique stories of the brand’s diverse boot wearers and its products enduring universal appeal.

The campaign is set to highlight how each pair of Blundstones becomes part of each of their customer’s personal stories, saying that every mark and scuff on their “well-worn” boots and shoes reflects the wearer’s journey and is part of their unique stories. The campaign features notable figures from across the globe.

It highlights National Geographic Channel correspondent Mariana van Zeller, Canadian Indie-Folk/Pop artist Fontine, South Korean actor and furniture designer Lee Chun-hee, travel writers Elisa Paterlini and Luca Golinelli and Tasmanian distiller Ryan Hartshorn.

Blundstone Joint-CEO Adam Blake said that the campaign honors the experiences and memories associated with each pair of boots and celebrates he boots’ durability, longevity, and the individual relationship people build with them over time.

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“The more you wear a pair of Blundstones, the more they begin to reflect the life you live,” says Blake. “Every scuff and mark has a story, intertwined with your life experiences and personality. Like wine, our boots only get better with age,” he said in a statement. “Blundstones are not made for sitting still, they’re made for living. And it’s the memories, experiences and stories of life that we are celebrating through this campaign”.

“Blundstones are made for living, not just standing still,” Blake added.

“Every single story I’ve ever done, every single trip I’ve ever made, I’ve always worn Blundstones,” Zeller, who is an award winning journalist, said as part of her testimonial for the brand.

Founded in Tasmania, Australia, Blundstone has made the toughest, no-nonsense footwear for work and play since 1870. Renowned for durability, quality, craftsmanship and understated style, Blundstone boots are known to stand the test of time. Best known for their iconic elastic-sided Chelsea boot, Blundstone was recently named the “everywhere boot” in TIME100’s Most Influential Companies of 2024.

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