Dunham Debuts New Ad Campaign For 2006

Dunham’s 2006 “Hero” print ad campaign will highlight the brand’s comfort story and dedication to providing the outdoor enthusiast with the best fitting, most comfortable product possible.
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Dunham's 2006 “Hero” print ad campaign will highlight the brand's comfort story and dedication to providing the outdoor enthusiast with the best fitting, most comfortable product possible.

Dunham's outdoor lifestyle product, including their Waffle Stomper Premier II boot, is featured as the true “hero” of the ad. The campaign copy poses a series of questions and reflects on all the items that must be considered in order to make a shoe comfortable—from the gait cycle to the terrain to the uniqueness of individual feet. The theme of the ad is to capture all the items Dunham integrates in order to create the perfect outdoor boot.

The tagline of the campaign emphasizes Dunham's commitment to fit and comfort reading, “All kinds of feet. All sorts of comfort.”

“This campaign reinforces Dunham's mission to achieve the perfect blend of comfort performance footwear for the outdoor lifestyle. It's about having people understand that they don't have to compromise one key aspect of footwear to get another of a higher priority because Dunham has found the perfect marriage of fit, performance and comfort technologies for our outdoor lifestyle footwear,” says Dunham's Marketing Services Manager, Margaret Reuner.

Small Army of Boston, MA developed the campaign. “The unique looks of the ad campaign allows Dunham to stand out in what can often be a cluttered environment,” says Jeff Freedman of Small Army. “The strong emphasis on the product demonstrates Dunham's confidence and pride in its product.”

Dunham's 2006 ad campaign will launch in January and is scheduled to appear in outdoor publications including Outside, National Geographic Adventure, Hooked on Outdoors, and Backpacker.

Established in 1885, Dunham is a premium performance footwear brand focused on the person living the active outdoor lifestyle. Dunham is dedicated to providing the best fit in footwear by creating styles that are lightweight, versatile, engineered using the latest performance technologies and are available in multiple sizes and widths. Dunham is based in Boston, Massachusetts and is a trusted New Balance brand. For more information about Dunham, please call 1-800-THE-BOOT or visit www.dunhamfits.com.

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