• by Larissa Faw , September 1, 2016

Footwear maker Rockport has selected Madwell as its creative agency of record. The selection was made without a formal competitive pitch and there was no incumbent agency. 

The firm has also named Shift Communications as its PR AOR to help drive its brand narrative through earned media, events, and social campaigns.

Madwell is tasked with revamping the client’s design and retail environments, updating brand messaging, introducing contemporary packaging and providing new advertising imagery.

The brand’s new “Made For Movers” campaign will celebrate the 45-year-old brand's American roots, as well as showcase everyday people. 

“The Made For Movers campaign tells the stories of our go-getter customers and movers who make it happen, while shining a light on the artfully skilled designers and makers who passionately craft our shoes,” said Susan Dooley, SVP global marketing at Rockport.“Our customers are savvy and don’t have time to slow down. Our shoemakers constantly aspire to deliver styles that make people’s lives better, and our goal was to capture that spirit and energy and bring it to life.”

Last year, adidas sold Rockport for $280 million to New Balance and Boston-based private-equity firm Berkshire Partners.

New Balance then consolidated Rockport into its Drydock Footwear Group along with brands Aravon, Dunham, and Cobb Hill to form the Rockport Group label.