ChAllenge

Situated in the Pacific Northwest for nearly 40 years, outdoor footwear company Northside USA was not well-known to consumers or media across the U.S. and its business had remained relatively flat for several years. As it looked to sell into more retailers nationwide, the outdoor footwear company was ready for a reinvigorated brand positioning and looked to support sales efforts and strengthen consumer pull-through by securing national media exposure for its high-quality, affordable products.

Action

Action Mary reimagined the Northside brand as quality footwear that enables affordable access to the outdoors for everyone. The campaign tagline “The Other Side of Outside” was created along with an updated storyline, fresh website content, and new sales and marketing materials emphasizing the affordable outdoor access theme. Then the Action Mary team embarked on an aggressive consumer media relations campaign that encouraged product trial and engaged the media in the Northside promise.

Impact

Since August 2020, Action Mary secured more than 1.8 billion earned and owned media impressions. Northside and its products have been featured in Forbes, CNN, Backpacker, Reader’s Digest, Good Morning America, Yahoo!, Business Insider, Rolling Stone, MSN, and more. Placements drove traffic to the Northside website, its Amazon store and to retail partner websites, increasing online sales and brand awareness. According to Northside, the PR coverage is an important tool for sales and brand presentations.