• by Larissa Faw , March 6, 2017

Wolverine World Wide has named Young & Laramore (Y&L) as its AOR for Cat Work Footwear. Previously, the Cat Work brand used local design shops and its PR agency for advertising initiatives.

Y&L will provide creative direction for the shoe brand's Autumn-Winter ‘17 work campaign, as well as all digital, social and retail displays.

Launching this fall, their first collaboration will include print, out-of-home and experiential/activation concepts to appeal to Millennials that value "authenticity and engagement."

Y&L had been pursuing several Wolverine brands for a couple of years. In December, the agency was invited to Grand Rapids to participate in a capabilities review. This is Y&L's first partnership with Wolverine, which also owns Merrell, Keds, and Hush Puppies.

“We instantly had great chemistry with the team at Y&L; we’re looking to disrupt the industry, and Y&L’s history of doing counter-category work resonated with us,” stated Dani Zizak, VP of global marketing, Cat Footwear.

The brand is undergoing several changes after sales declined last year due to declines in the oil industry and a soft retail market. The brand, which operates under a global license for Caterpillar Inc., markets work and “rugged” casual footwear in 200 countries worldwide.

“We see a significant creative opportunity to disrupt a category that’s become ubiquitous with its aspirational approach,” stated Carolyn Hadlock, principal and executive creative director, Y&L. “We are looking forward to creating work that is true to the Cat brand and not just the category.”