Sorel’s new brand film, “For Bold Steps,” illustrates the refreshed direction for the brand under the new leadership team that includes President Cory Long and VP of Brand Michael Minter.
Sorel has been struggling the past few years, and parent Columbia Sportswear brought on the new team to help steer Sorel forward. Long previously worked at DC Shoes, Mitchell & Ness, Asics, Supra and Converse. Minter worked with Long at DC, and also previously held brand and marketing leadership roles at Keen, Sanuk and other companies.
Columbia acquired Sorel — then a men’s utility boot brand with minimal sales — about 20 years ago. The brand has not only grown revenue substantially since then — Sorel’s 2024 revenue totaled $97.7 million — but it is also now a women’s-led footwear brand, Columbia CEO Tim Boyle said in 2024.
“The next phase in the brand embraces Sorel’s heritage and the opportunity to serve all consumers globally, by bringing the most style in the outdoors and the most outdoors in style,” he said at the time.
SESO reached out to Minter to learn more about the thinking behind the film, which showcases a “surreal Sorel world where romance meets ruggedness and myth meets modernity,” according to the brand, and what it means for Sorel’s evolving strategy.
Michael Minter, Sorel VP of brand. Photo courtesy of Sorel.
Tell me about the creative brief behind the new Sorel brand campaign “For Bold Steps.”
Sorel VP of Brand Michael Minter: For its first 40 years, Sorel existed as a utility-driven brand rooted in outdoor winter protection and serviced a predominately male consumer. During this chapter, the brand earned the distinction of being the first boots to reach the North Pole over land and being the first boots bolted to a snowboard.
Over the past 25 years, Sorel became more of a premium lifestyle brand servicing a predominantly female consumer. Our goal with “For Bold Steps” is to create a romanticized world that merges these chapters, bridging beauty with beast and fashion with function. Sorel sits in that magical space between outdoor heritage and accessible luxury. Ultimately, we’re in the bold steps business — both literally and figuratively — so we want to inspire our audience to be confident, whether they’re walking through the Lower East Side in New York City or trekking to the top of the world.
How does it reflect Sorel’s new strategy?
Michael Minter: Sorel creates premium products that are creatively styled and confidently equipped. Our new Horizon collection is both a testament to this position and a signal for where we are going. Our new campaign coincides with this launch, where heritage is being reimagined and elevated.
Posters for Sorel’s new brand campaign “For Bold Steps” are being placed in several large cities globally, including in New York City and Toronto. Photo courtesy of Sorel.
How does that strategy differ from what Sorel used to focus on?
Michael Minter: It’s not so much that it differs from the past, but rather that this new campaign distills both sides of our heritage into a differentiating yet unified point of view. Sorel has always had a compelling mix of “so real” meets “surreal.” We’re simply connecting the performance with the poetry — so to speak.
Where will you activate the campaign — what platforms, events, etc.?
Michael Minter: We’ve done our best to activate across a variety of platforms from social media to Connected TV to even some print and out-of-home (public physical spaces outside of homes). The campaign really kicked off during New York Fashion Week and will come to life in a variety of settings. We’ve partnered with Chris Hemsworth’s show “Limitless” and the Warren Miller film tour.
Sorel’s “For Bold Steps” campaign. Photo courtesy of Sorel.
Are there any new major product launches coming up?
Michel Minter: Yes. Without question the launch of our new Horizon collection is paramount in our current focus. The collection features a modernized take on our iconic Caribou boot that is sleeker and easier for everyday wear — you can even drive in them! We also have a beautiful leather city boot called the Daystorm and a born-from-boots sneaker called the Callsign. Each is available for both men and women and each is equipped with Gore-Tex waterproof fabric and premium Vibram rubber soles.
Additionally, we will be showcasing our Horizon collection across four high-impact collaborations this season. We began with Aries in September, the luxe streetwear brand from London with a cult following. You’ll have to stay tuned for the next three across October, November, and December.
Tiffany Montgomery can be reached at tiffany@shop-eat-surf-outdoor.com.
