Who: Canada Goose, with Virtue for creative and media, and Pulse Films for production (directed by Young Replicant).

What: “A Force of Nature,” the launch campaign for the brand’s new luxury boot line, featuring Indigenous artist and activist Sarain Fox; Indigenous leader and former NHLer Jordin Tootoo; and Romeo Beckham (son of David Beckham, more on that below).

When & Where: After teasing the campaign last month, the advertising is going live today—timed to coincide with the boots also going on sale. This is a global campaign (U.K., Europe, North America, China and Hong Kong) with digital video, OOH, social and in store.

Why: Canada Goose CEO Dani Reiss called the boot launch “one of the most significant milestones” in the company’s history. “Building new categories is a core competency for us and footwear is the natural next step in our product portfolio,” he said in a release Friday. “Canada Goose Footwear has been years in the making, as we defined and developed this category unlike anything seen before… This collection exemplifies the Canada Goose lifestyle, standing the test of time and the elements.”

The brand famous for its high-end parkas and winter coats is launching boots with two styles for men and women: The Snow Mantra Boots and the Journey Boots.

The launch campaign continues Canada Goose’s “Live in the Open” brand platform, which debuted in 2019. According to Canada Goose, Live in the Open is about people expressing themselves without judgement, and the new campaign celebrates each of Fox, Tootoo and Beckham as a “force of nature” striving to reach their own “metaphorical summit.”

How: Each has their own digital video spot (all shot in the B.C. mountains). The ads show them walking through the rugged, wintery landscape, while a narrator shares a poetic explanation of their own personal journey. Canada Goose says these are “powerful stories of resilience and perseverance.”

Both Fox and Tootoo are well known advocates for the Indigenous community in Canada, and have appeared in Canada Goose advertising in the past. “I have made it part of my life’s work to amplify the voices of women and advocate for my community,” said Fox in an October release announcing the campaign. “I feel empowered when I’m telling their stories, championing their work and supporting their mission. I want to change the world—especially for our future generations.”

“I credit the land for my mental and physical strength,” said Tootoo. “It’s where I find the drive to persevere—both personally and professionally. Live in the Open means carve your own trail but stay grounded and never forget where you came from.”

What about Romeo: The son of very rich global superstars, Beckham seems like an odd fit with the other two. But this is a luxury brand (the Journey boots cost $795 and the Mantras $1,395) and the Beckham name has cachet around the world (Romeo also has 3.1 million followers on Instagram). And while he’s unquestionably lived a life of extraordinary privilege, Canada Goose said that he, too, is on a journey of trying to become a professional soccer player.

In his middle teen years, the younger Beckham reportedly gave up soccer to focus on tennis. But in the last year has tried to get back in to soccer and is currently playing for Fort Lauderdale CF, the reserve team of Inter Miami, the Major League Soccer team co-owned by David Beckham.

“Growing up, I have always been taught that hard work pays off. To make my dream of playing professional football a reality, I was focused and dedicated,” said Beckham in the release. “To me, Live in the Open means pushing forward and being motivated to achieve great things.”

Beyond video: Aside from the digital videos, Canada Goose said there will be “retail theatre” and “interactive and immersive experiences,” along with 3D vortex murals in some cities and a Snapchat filter for users to try on the new boots using augmented reality.

And we quote: “We are bringing a completely new perspective to the category, balancing performance and luxury—which is the ultimate expression of our lifestyle brand… A Force of Nature is strong, dynamic and confident; all characteristics that Canada Goose enables.” —Dani Reiss, president and CEO, Canada Goose.