Shine Lion Shine United

Case Study: Brand Revitalization

LaCrosse Footwear

Reinvigorating brand relevance in a crowded category

Case Studies / LaCrosse Footwear


LaCrosse Footwear was founded in 1897 as the LaCrosse Rubber Mill in the city of LaCrosse, Wisconsin. From these humble origins, the company grew to acquire Portland, Oregon-based Danner Boots in 1994. In July 2012, the company announced that ABC-Mart, a Tokyo-based retailer, would purchase LaCrosse Footwear, Inc.

Amid all this change, the organization inevitably struggled to maintain focus. While the business continued to build high-performance footwear for hunting, agriculture, construction and the outdoors, the LaCrosse Footwear brand lost its soul. And so, in 2015, Shine United was engaged to help crystallize the brand's position and to drive a harder-working approach to marketing communications.

Our goal was simple: To restore LaCrosse to its rightful position as the category leader


Our goal was simple: To restore LaCrosse to its rightful position as the category leader — albeit in a crowded category, and one in which major brands like Muck and Under Armour had been heavily investing to steal market share.

Our engagement started with a deep dive into consumers in key categories — both qualitative and quantitative understanding of the hunters, workers and outdoorspeople that had been slowly migrating to the competition for the past decade — to reveal the optimal strategy for LaCrosse to reclaim its relevance.

After a highly collaborative brand repositioning with our Portland-based client, Shine worked to redefine the essence of the brand — imbuing it with an authentic sensibility and hardworking edge that rings true in key markets across the country. Initial campaign efforts delivered increases in consumer appeal, message salience and brand consideration — helping LaCrosse begin to write the next chapter in its storied history.

01 / Brand Video
02 / Print Advertising

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03 / Digital Advertising

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04 / Radio Advertising


05 / Outdoor Advertising

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06 / Product Videos

“I have a lot of confidence in our choice of agency partner with Shine United. This campaign is two years in the making and we couldn't be happier with how it came together. Shine really understands our brand and our consumer, and as a result, they have built messaging that not only speaks to the great folks who wear our boots but it also connects with them on an emotional level. In short order, Shine has earned the trust of our company across the board.”

— Nicole Orr, Senior Marketing Manager