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Hunter launches new campaign, adds Americas and supply chain execs


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Heritage brand Hunter has launched its AW21 campaign and the UK weather seems to have shifted to match the product just at the right time. The wellington boots specialist has launched the new video imagery as the recent heatwave has broken and turned to rain, perhaps making consumer more likely to be thinking about its boots.

 

The campaign is called For The World Outside and is part of a general brand refresh that has been repositioning Hunter as a major outdoor label that also has a strong focus on sustainability. The new profile is part of the changes pushed through by Paolo Porta, who joined as CEO in June last year.

Porta said of the new campaign that he’s “very pleased to announce the first phase of our brand evolution, establishing our new brand vision and sharing the Hunter pillars: nature, joy, creativity, heritage and protection with existing and new customers”.

And he also introduced Lara Meiland-Shaw (who previously worked at Louis Vuitton, Saks, and Amazon) as executive VP of the Americas, who will be responsible for forging strong wholesale partnerships. Additionally, he announced Dave Powell as chief supply chain officer — an even more key role than usual in the post-Brexit, post-pandemic world of supply chain disruptions.

Those appointments come after Claudia Plant joined as marketing chief and Sandra Romboli as design director.

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