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Duluth Trading's Inspiring Spot Praises Real Women 'WayForgers'

Campaign launched in partnership with director Rachel McDonald and agency of record Planet Propaganda

Duluth Trading's Inspiring Spot Praises Real Women 'WayForgers'

Duluth Trading Company is launching ‘Wayforgers,’ a new national brand campaign, and positioning, promoting its successful Duluth Trading Women’s business. The ‘Wayforgers’ platform celebrates real women who forge their way in the world by building boundlessly, dreaming wildly and making bravely.

To help bring the concept to life, Duluth Trading’s longtime agency of record, Planet Propaganda, enlisted renowned commercial and film director, Rachel McDonald, whose work includes acclaimed short films ‘Uganda: Friends of the Gorilla’ and ‘Thirst’ as well as award-winning campaigns for the likes of Facebook, IKEA, BMW and Microsoft.

Together, along with a majority female creative and production crew, they created an anthem spot bringing ‘Wayforgers’ powerful stories to life. The new branding campaign will feature Duluth Trading’s best selling products, like Fire Hose Pants and No Yank Tank, standing up to the demands of the women who wear them - tattoo artists, pilots, dirt bikers, potters, ranchers and more. 

All ads will run nationally on cable TV, digital video and through paid and owned social channels. A newly re-designed product catalog has launched to coincide with the new branding.

“Through this campaign, we are paying tribute to the exceptional women who inspire our brand and the designs of our product,” says Neala Shepherd, VP of marketing for Duluth Trading Company. “Duluth Trading has always been a family of Wayforgers, those who tackle new challenges and buck convention, and this campaign shines a national spotlight on these women’s stories. These are stories that highlight their passion, resilience and ability to persevere.”

“No matter age, size, race or ability, women need clothes that don't get in their way but, instead, help them forge it,” said Emily Steele, account director at Planet Propaganda. “This campaign and positioning are all about highlighting powerful women forging their way - whether that’s through making flight plans, throwing pots or simply living life on their own terms. The best part was assembling a team of equally formidable women to help bring this concept to life from director and copywriter to executive producer and production designer.” 

The new platform will continue to reinforce Duluth Trading’s philosophy of creating apparel that stands up to any challenge with innovative and ingenious designs that prioritise freedom of movement, durability and overall performance.

Featured Companies: AJM

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CLIENT: Duluth Trading Company

SVP of Product and Creative: Ricker Schlecht


AGENCY: Planet Propaganda



Director: Rachel McDonald

Partner/Managing Director: Shawn Lacy

Executive Producer: Holly Vega

Line Producer: Maury Strong

Heads of Production: Mercedes Allen-Sarria, Rachel Glaub

Director of Photography: Natalie Kingston

Production Designer: Leila Dallal


POST PRODUCTION COMPANY: Cabin Editing Company/Shape + Light

Editorial: Cabin Editing Company

Editor: Isaac Chen

Managing Partner: Carr Schilling

Executive Producer: Remy Foxx

Executive Producer: Adam Becht

Producer: Liz Lydecker

Assistant Editor: Edward Khoma

Lead Flame: Austin Lewis

Producer: Arielle Weir


COLOUR: Moving Picture Company

Colourist: Ricky Gausis

Executive Producer: Meghan Lang

Producer: Sasha Pace


MIX: Lime

Mix Engineer: Tom Paolantonio

Executive Producer: Susie Boyajan


MUSIC: Mophonics

Executive Producer: Colette Huemer

Composer: Shea Duncan

Category: Clothing and Fashion , Day Wear

Genre: Dialogue , Drama , Fashion & Beauty , People