Bearpaw launches first apparel collection, debuts TV campaign

By

Obi Anyanwu

Published
Oct 31, 2016

Footwear company Bearpaw this month launched its first apparel collection. The company debuted a line of outerwear for men and women just in time for the fall and winter.

The apparel collection is comprised of seven looks for women, the Omaha, Hialeah, St. Petersburg, Fargo, Fairbanks, Aurora, and Seattle, and men’s styles Durham, Bozeman and Washington. The new styles feature details like Sherpa linings, detachable hoods, and snow belts, and have insulating fabric linings such as polar fleece, sweater fleece, and dual polar/coral fleece.
 
Bearpaw created the apparel line, especially the Fairbanks and Washington styles, for ultimate cold weather protection, and rounded out the collection with the versatile Seattle and Bozeman styles. The Seattle is a lightweight jacket with a performance nylon blazer and the Bozeman is packable for travel.

"We have grown our footwear into what we think is mainstream and middle America," Bearpaw President, John Pierce explains. "We felt that at this time-where our footwear is going we should do an outerwear line and it is perfect for the consumer going into the fall and winter season."
 


The footwear brand also launched its first-ever television campaign this month. The commercial stars ambassador Erika Frances as the modern mom, wife, photographer, and friend and features the tagline “Live Life Comfortably.” Bearpaw targets women ages 25 to 49 with the commercial and delivers the message of comfort, sustainability and feeling great on a budget.
 
"Over the last couple of years, the evolution of the brand has been nothing less than extraordinary. With the company's recent growth in the footwear and apparel markets, now is the perfect time to bring the brand's core messaging of comfort, style, and affordability to a wider audience through television," says President, John Pierce. "More and more customers buy based on recommendations from blogs. Through customized influencer activations, we can leverage trust with a highly engaged audience and organically increase overall brand awareness."

Bearpaw will air 30 second, 15 second, and 10 second commercial spots on Bravo, E!, HGTV, Food, Lifetime, TLC, Hallmark, and Freeform, and will run ads in Marie Claire, InStyle, Glamour, Popsugar, Refinery29, Footwear News and Earnshaw’s.
 
The Bearpaw apparel collection is available on the Bearpaw website, at Bob’s Stores, Shoebuy.com, and other independent retailers.