This fall season, SOREL is rewriting its own legend. With the launch of their latest campaign, For Bold Steps, a poetic global campaign for Fall/Winter 2025, the Portland heritage brand is reasserting what has always set it apart: boots built on performance and authenticity reimagined for those who value both performance and style.
The new campaign is centred around the new Horizon Collection, a line that evolves SOREL’s Caribou DNA with modern design and premium performance. GORE-TEX Waterproofing, Vibram traction, and streamlined silhouettes bring rugged credibility into the everyday, showcasing how SOREL moves seamlessly from an Arctic expedition to an après ski social.
Drawing from the brand’s roots in extreme-weather performance and its rise as a style staple, the campaign builds a universe where myth meets modernity in this whimsical campaign. Each character was inspired by actual historical figures, re-imagined to showcase key aspects of our brand. The Sage – Heritage & Performance / The Lover – Luxury & Escape / The Explorer – Confidence & Curiosity / The Creator – Creativity & Style.
Michael Minter, SOREL VP Brand, expanded on the launch, stating:
“Our goal was to tap back into something bigger than a trend and more inspiring than disposable content we all get flooded with each day. SOREL has a rich history worthy of dramatic storytelling and beautifully crafted products deserving of artistic presentation. For Bold Steps is not simply a reflection of the confidence and craftsmanship we infuse into our products, but also a call to action. To step outside. To pursue new horizons. To embrace the elements. To style yourself fearlessly.”
The creative direction of the entire campaign reflects this ethos, with cinematic short films produced by Rabbits Black and directed by Travis Honour with Pete Konczal.
“Our creative vision was to blur the lines between myth and modernity, bringing to life timeless archetypal characters with emotional gravity. We wanted to inspire boldness in both style and spirit.” – Rob Brooks, Creative Director
Sweeping, surreal arctic landscapes and symbolic characters bring SOREL’s narrative to life, blending romance with ruggedness while nodding to the brand’s authentic performance roots as the first boots on the North Pole.
This repositioning arrives at a time when SOREL is deeply expanding its presence in fashion and culture. Recent collaborations with Supreme and Proenza Schouler signalled the brand’s stylistic credibility, and upcoming partnerships promise to expand its reach even further.
With For Bold Steps, SOREL reclaims its past heritage, reaffirming the brand as the go-to bootmaker for those who seek performance and style as well as heritage and innovation. By being born in a snowstorm and raised by the sea, you can expect more DNA-forward expansion of their key sneaker, sandal, shoe, and boot franchises with year-round storytelling.
Watch the full campaign video here.
