Case Study: Irish Setter proves Wingshooter durability with Swanson Russell

Irish Setter launches the Wingshooter XD with Swanson Russell, featuring a nearly indestructible one-piece toe

Irish Setter, a brand in the outdoor recreation sector, faced the challenge of proving its classic Wingshooter boot could withstand daily toe abrasion from workers without compromising its style. They partnered with the vendor Swanson Russell to launch an updated product that could hold its ground in a competitive market full of cheap talk.

Swanson Russell developed a solution that turned a product improvement into a powerful durability story. They launched the new Wingshooter XD, which featured a nearly indestructible one-piece toe and a split-resistant sole. The vendor's campaign focused on positioning the boot as proof that an icon can evolve and endure, achieving a stronger and more defiant brand image.

Irish Setter