DANNER BOOTS X DANNY DAVIS

Client | Mountain Dew

Mountain Dew is more than just a beverage; it's a lifestyle brand. When Mtn Dew decided to elevate their lifestyle brand extension - Green Label Exclusives - to the next level, Aaron was brought on board to create unique product collaborations. Working closely with the Mountain Dew brand team, Danner footwear, and professional snowboarder Danny Davis, Aaron played a crucial role in crafting the distinctive "Danner x Danny Davis Mountain Pass" footwear. Proudly manufactured in the USA, these shoes were exclusively distributed to select retailers nationwide as part of the Green Label program. Prominent retailers like Burton and Danner showcased the collection in their flagship stores around the world, driven by the undeniable appeal of the product.

But Aaron's contribution went beyond product development. He played a key role in devising a comprehensive media support strategy for the project. Through visually stunning video and photo lookbooks, eye-catching banner assets, and a complete takeover of platforms like Complex.com & Green-Label.com, Aaron ensured that the collection received the attention it deserved. Strategic media placements within the snowboarding community further amplified its reach.

The highlight of the program was the immersive showcase of the collection at the Winter Dew Tour in Breckenridge, Colorado. Fans not only had the opportunity to experience the collaboration up close in a custom art display but also had the chance to meet Danny Davis on the mountain, all within the vibrant Dew Tour atmosphere.

Disciplines

  • Product Design & Development: Bringing one-of-a-kind collaborative footwear to life.

  • Business Development & Brand Partnerships: Aligning with esteemed brands like Danner and influential figures like Danny Davis.

  • Content Creation: Curating captivating photo & video lookbooks for the collection.

  • Content Strategy & Development: Ensuring prominent placement of the collection on key platforms.

  • Licensing & Brand Extensions: Creating a unique product line as part of the Green Label Exclusives.

  • Trend Research: Ensuring the collection resonated with current trends in the snowboarding community.

  • Brand Identity: Positioning the collaboration as a must-have in the market.

  • Creative Direction & Team Leadership: Guiding the visual and strategic representation of the collaboration.

THE PRODUCT