It’s not every day that two legendary Canadian brands team up. 2023 marked Baffin’s first full year as the Official Boot of the CFL and Grey Cup—and as dedicated fans of the sport, the team behind some of Canada’s most exceptional footwear was beyond excited for the upcoming football season. So excited, in fact, that we decided to make them the stars of our ads!

To spread the word about the historic partnership, we created a launch campaign that brought the worlds of Canadian football and Canadian footwear together. Shot in their own Stoney Creek facility using real employees & fans, our lead video was an epic homage to Baffin, the CFL, and the passion that unites them.