For 115 years, Red Wing has made shoes for the workers of America. But this year on Labor Day, more than 25 million workers had lost their jobs to the pandemic. So instead of holiday promotions on boots, we promoted the one thing people needed instead: jobs.
We started by launching an interactive film, featuring clickable, linkable job postings to every job available at Red Wing. Next, we transformed 525 retail stores nationwide into job centers, and even turned our 1-800 customer service line into a job search hotline. But the US facing its highest unemployment rate since the Great Depression, and we knew Red Wing jobs wouldn’t be enough. So we called on other brands to join us in posting their open positions as well.
When Labor Day hit, more than 220 brands joined the initiative - spanning nearly every industry. What started with a humble Minnesota boot brand resulted in a global response that uplifted communities in cities across the nation, and reclaimed Labor Day for the workers of America.